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Darth Vader Wins Super Bowl

Volkswagen’s “The Force” ad featuring a pint-sized Darth Vader was the highest-scoring ad as ranked by neuromarketing firm Sands Research. Ranked by Sands’ metrics for engagement, the top ads were: […]

By |February 16th, 2011|

Inside NeuroFocus

Somehow, one might expect the most prominent neuromarketing firm to have more ostentatious offices than a modest two-story building nestled in a mixed-use Berkeley, CA neighborhood. A skateboard park is across the street, and neighboring businesses include discount […]

By |February 7th, 2011|

University Neuromarketing Lab Opens

Iowa State University has officially opened their new neuromarketing laboratory in the Gerdin Business Building on their Ames campus. The new lab, led by marketing professor Terry Childers, will use EEG to study consumer decision-making. One early […]

By |January 28th, 2011|

What Yogurt Can Teach Marketers

I’m not a big yogurt fan. “Live cultures” would be unacceptable (or even scary) in most foods, but are highly prized in yogurt. Nevertheless, we can all learn something from a neuromarketing study focused on the gooey dairy product. […]

By |August 6th, 2010|

The Buying Brain by A. K. Pradeep

Review: The Buying Brain: Secrets for Selling to the Subconscious Mind by A. K. Pradeep

The world of neuromarketing seems to be shrouded in mystery. There are no university studies that conclusively demonstrate that one can improve advertising effectiveness or design better products using brain scans or biometrics. Virtually all of the neuromarketing research to date has taken place within private companies, who tend to release few details of their work both for competitive reasons and to protect client relationships. So, it was with great anticipation that I read The Buying Brain by NeuroFocus CEO, Dr. A. K. Pradeep. NeuroFocus, a unit of Nielsen, is the largest provider of neuromarketing services. […]

By |August 5th, 2010|

Neuromarketing at New Scientist

For a field that some pundits dismiss as pseudoscience, neuromarketing scored a coup when New Scientist had Neurofocus optimize their cover design, and then wrote about the process. To be sure, the well-regarded science mag was cautious in its commentary, but they were happy to claim to be the world’s first neuromarketing-influenced magazine cover. […]

By |August 4th, 2010|

Virtual Supermarket

One of the challenges facing marketers is the difficulty in predicting real-world behavior from data captured in less than real circumstances. A horizontal, immobile subject surrounded by a claustrophobic, noisy fMRI tube might reasonably be expected to behave differently than one walking around a retail store, for example. While EEG caps and wireless transmitters have permitted capturing data from mobile subjects, they have to be in the actual environment. In many cases that is easy to do, but what if the store hasn’t been built yet? Or what if one wants to test a large number of display configurations? […]

By |July 26th, 2010|

fMRI, Neuron Data Validated

Brain scans using fMRI (functional magnetic resonance imaging) don’t always get a lot of respect. They have been accused of being used to produce research that is colorful but not particularly insightful. One study used fMRI to find activity in the brains of dead salmon (Are Brain Scan Findings Fishy?). Some have even suggested that much of what fMRI scans show is meaningless “chaff,” since the scans don’t measure actual neuronal activity but rather changes in blood flow and oxygen levels in the brain. Now, new research published in Nature has shown that there is indeed a correlation between neuronal activity and what the fMRI can measure: […]

By |May 17th, 2010|

Sands Research: Faster EEG for Neuromarketing

In what it terms a “neuromarketing breakthrough,” Sands Research has announced the development of a higher speed EEG brain wave monitoring system. The new setup uses a high-density array of EEG sensors capable of measuring activity 10,000 times per second. This hardware is combined with proprietary software to analyze brain activity. […]

By |May 13th, 2010|