As we approach the Super Bowl kickoff, we can anticipate a plethora of ad studies using various biometric and neuromarketing techniques. Here is one of the expected tests:
In Boston, Innerscope Research Inc. will be conducting a test on game day, as it did last year, using biometric measurement to track the physical responses of subjects to the commercials they see during the game. Participants will wear a lightweight vest developed by Innerscope Research co-founder Carl Marci that measures responses to what viewers see on the screen, including changes in heartbeat, skin conductivity and perspiration, respiration and physical motion. [From Innerscope Research tests biometric response to Super Bowl ads by Efrain Viscarolasaga.]
While we’ve been skeptical of Super Bowl ad analyses in the past (see Super Bowl Ads: GoDaddy Girl 1, Neuroscientists 0 and Super Bowl Ads: Brain Dead) I do expect that sooner or later we’ll see some validated research that ties ad neuromarketing rankings to results in the marketplace. Let the game(s) begin!