Archive for the ‘EEG’ Category.
8th February 2008, 01:40 pm
On Tuesday, CNN gave neuromarketing a shot to see if they could find out what undecided voters in California really thought about the candidates. (Watch the video report here.)
CNN reporter, Randi Kaye, explained that: “Voters may say they prefer one candidate, but the brain actually knows better. It’s not a lie, but an inarticulated truth.”
Through EEG tests, skin conductance tests, and by recording the movements of the corrugator supercilii muscle — the one that furrows the brow — neuromarketing firm, Lucid Systems, found that several of the undecided voters who said they had no preference actually preferred one candidate over the others (their brains reacted ‘positively’ to one candidate and not the others).
You can try for yourself Harvard University’s Implicit Association Test for Presidential Candidates. As the Harvard researchers say:
It is well known that people don’t always ‘speak their minds’, and it is suspected that people don’t always ‘know their minds’.
Find out what’s on your mind regarding the candidates!
8th February 2008, 01:11 pm
The Nielsen Company (as in the Nielsen Ratings) — “provider of marketing information, audience measurement, and business media products and services” — has invested in the Californian neuromarketing company, Neurofocus.
From the press release:
Nielsen Makes Strategic Investment in NeuroFocus, an Innovative Leader in Neuromarketing Research
Companies Form Alliance to Develop New Science-Based Measurement Services For Consumer Engagement
NEW YORK and BERKELEY, Calif., Feb. 7 /PRNewswire/ — The Nielsen Company today announced that it has made a strategic investment in NeuroFocus, an innovative firm that specializes in applying brainwave research to advertising, programming and messaging. The two companies will work together in an alliance to develop new forms of measurement and metrics based on the latest advances in neuroscience. Details regarding the investment were not disclosed….
The Nielsen Company and NeuroFocus are joining forces to initially bring an array of new science-based products, services and metrics to clients in consumer packaged goods, television, film and emerging media. At the same time, Nielsen will integrate NeuroFocus’ techniques into existing services to better understand the elements of successful consumer engagement. For example, NeuroFocus’ techniques will become a permanent feature in Nielsen’s Digital Labs research centers at the MGM Grand in Las Vegas and at CityWalk in Los Angeles….
Neurofocus offers marketing research based on EEG tests as well as eye-tracking and skin conductance tests.
Read more about the uses of EEG in neuromarketing here: This is Your Brain on Advertising; eye-tracking in neuromarketing here; and skin conductance tests here.