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New Neuromarketing Headsets

A couple of new headsets that can be used for neuromarketing studies won’t win any fashion awards, but offer the potential to gauge consumer reactions in relatively normal situations. The first is from Hitachi, and in contrast to the more common EEG caps it employs far-red light technology: […]

By |April 23rd, 2010|

Social Media Ads Beat TV

Visa “Trip for Life” TV Spot from VisaGoWorld on Vimeo.

Last week, neuromarketing firm Neurofocus released summary results of a study that compared the performance of the same ad when run on television and on two Internet websites, Facebook and a website controlled by the advertiser. The commercial tested was “Trip For Life,” part of VISA’s multimedia campaign built around the 2010 Winter Olympics. (Neurofocus conducted these tests for its own research purposes, not because they were commissioned by the advertiser.) […]

By |April 16th, 2010|

EEG Neuromarketing in 60 Seconds

It isn’t even Neuromarketing 101, but here’s a very, very short video from NewScientist that explains the basic concept of using EEG to gauge consumer reaction to ads:

By |March 21st, 2010|

Websites That Suck Increase Stress

We know that slow, balky, and confusing websites aren’t a good thing. Traffic metrics show this, as does conversion data. Google, whom some think of as passively indexing the web, believes quick-loading pages are essential to a good user experience. Google is, in fact, actively trying to speed up websites (and keep their search users happy) by making page load time a ranking factor. (See Barry Schwartz’s article at Search Engine Land describing Google’s Matt Cutts commentary at Pubcon.)

Now, neuroscience is underscoring the importance of quick-loading pages and easy to use web sites. A study sponsored by Computer Associates and conducted by Foviance, a customer experience consulting firm, showed that poorly performing websites demanded more user concentration and increased stress: […]

By |March 2nd, 2010|

Virtual Market Research

One problem I have with conventional market research is that people aren’t very good at predicting their own behavior (or explaining their past behavior). While market researchers can be reasonably accurate in collecting factual data, getting people to say what they would do in a particular situation is a lot more difficult. European research into virtual reality environments may give marketers some new tools to aid in understandng consumer behavior. The research team, led by Mel Slater, a computer scientist at ICREA in Barcelona and University College, London, has fused virtual reality imaging with neuromarketing-style EEG sensors to see how people react to realistic (but not actually real) stimuli: […]

By |May 14th, 2009|

Top 10 Super Bowl Ads Named

Most of us have gotten over our short-lived obsession with the 2009 Super Bowl ads, but at neuromarketing firm Sands Research technologists have been slaving away analyzing all 72 of those commercials. Sands measures viewers’ EEG activity to gauge both emotional and cognitive responses to ads. In addition, they collect questionnaires before and after the ads are viewed.

What makes an effective TV commercial? Dr. Stephen F. Sands, Chairman and Chief Science Officer, says,”We have found that an engaging story that maintains the viewer’s attention throughout the commercial, like this year’s Bridgestone Tire’s Taters (Mr. and Mrs. Potato Head) commercial or Coke’s Heist spot with the animated insects stealing a bottle of Coca-Cola, provides an overall strong and sustained brain response and a better measurement of favorable brand opinion.” Here are Sands Research’s top 10: […]

By |February 25th, 2009|

Measuring TV Program Engagement

One of the problems with measuring the viewership of television programming is that counting viewers doesn’t give advertisers or programmers any information about how engaged the viewers are with the content. Two Australian firms, PBL Media’s Nine Network and Neuro-Insight, have launched an effort dubbed PEP – program engagement power – to rectify that.

Engagement means different things to different marketers, but Neuro-Insight defines the term as, “the sense of personal relevance and involvement that an individual feels in response to a portrayed situation. High engagement is associated with increased brain activity in a number of regions including the prefrontal and orbito-frontal cortex.” […]

By |February 5th, 2009|

Neuromarketing on NBC Today Show

Martin Lindstrom got a great plug for his new book, Buyology, in an interview on NBC’s Today Show. The piece may have been a bit superficial, and the host referred to fMRI when the particular study in question was performed using EEG caps, but overall I think the exposure for the concept of neuromarketing was positive. The word “Orwellian” wasn’t used once! (I suppose that might just reflect the more plebeian demographic of network TV viewers.) And, luckily for Lindstrom, the segment opened and closed with a nearly full-screen cover shot of the book, and the book’s title was superimposed on the screen for a good portion of the interview. Watch the whole piece: […]

By |October 21st, 2008|

Focus on NeuroFocus: Interview with A. K. Pradeep

Last week, I carried the story on Neurofocus’s acquisition of what the firm calls the “core patent” for neuromarketing. Subsequent to that announcement, I spoke by phone with Dr. A.K. Pradeep, President and Chief Executive Officer of Neurofocus. Here are some highlights of our conversation: […]

By |September 8th, 2008|

Neuromarketing Podcast

Last week I did an interview with Robin Young of Here & Now, a radio show distributed by Public Radio International and aired on about 50 U.S. stations. The topic was the use of neuromarketing to evaluate political ads, and also featured Dr. Stephen Sands of Sands Research discussing the firm’s EEG analysis of TV commercials for Barack Obama, Hillary Clinton, and John McCain. The neuromarketing segment of the show is now available for download at the links below. […]

By |March 14th, 2008|