Pre-testing, copy testing: Physiological effects, br...

 

Bio-sensory metrics are emerging to assess engagement and emotion in advertising pretesting and development. Mainstream use in research thus far, however, has been limited by small sample constraints, ...

In this article two proponents of the neuromarketing movement - Thom Noble, co-founder of Neuroco, and Melissa Mullen, director of international research at 20th Century Fox Films - discuss how EEG sc ...

This paper concerns a potentially under-researched area of great relevance to the discipline of market research – namely, low-attention processing of marketing communications. Given the accelerating c ...

This paper speculates whether, and how soon, biometric technology (especially facial recognition and layered voice analysis) will supplant traditional methods in advertisement pre-testing or qualitati ...

To anticipate and understand the impact of an advertising message, marketing professionals are looking for new solutions. This paper presents the IM! (Impact Memoire) Method, which is particularly use ...

Advances in brain science now make it possible to measure a brand's impact on consumers' unconscious emotions and decisions. This presentation shows how these advances can be translated into real-worl ...

Graham Page, global director of research and development at Millward Brown, attempts to look behind the buzz of neuroscience for copy testing, and examine what the technology really can deliver. He r ...

This paper describes a method to identify potential branding moments in television commercials. It involves the convergence between two fundamentally different nonverbal moment-by-moment measurement t ...

This article continues the debate concerning the validity of using brain imaging to identify scenes in a commercial that are likely to be encoded (or processed) in long term memory. The authors respo ...

This article comments on 'Brain-imaging detection of visual scene encoding …' by Rossiter et al (2001), and proposes considerable caution before accepting their conclusions. The authors submit that f ...

The authors report on experimental research using a new brain imaging technique (steady-state probe topography or SSPT) to investigate whether patterns of brain activity in the left or right frontal h ...