Applied neuroscience: MTV - Capture viewers' subconscious responses

This case study explains neuroscience research by MTV, the entertainment broadcaster, which used neuropsychological implicit association to understand how audiences felt about its brand around the world.

Applied neuroscience: MTV – Capture viewers' subconscious responses

Helen Rose and Professor Gemma CalvertMTV and Neurosense

Admap: Applied neuroscience

This article is from the September 2014 issue of Admap, which focuses on the application of neuroscience in marketing.

MTV partnered with Neurosense to conduct a neuropsychological implicit association test with its audience to uncover the true feelings of MTV viewers towards the MTV brand globally. The study found that viewers who engage with MTV across multiple platforms are more deeply and implicitly engaged with the brand, and that this increases exponentially the more platforms they use.

The...

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