Bio-sensory metrics can deliver advertising insights

Joseph Plummer and Elissa Moses

Recent breakthroughs in understanding how the brain processes information, and the physiological signals of positive and negative emotion are revolutionising marketers' perceptions of what it is possible to know about the effects of advertising. The bar for advertising pre-testing is being elevated, as reliable, quantifiable bio-sensory metrics are emerging to assess engagement and emotion.

THE BEGINNING OF APPLIED BIO-SENSORY METRICS

Advertisers and their agencies have been fascinated for decades by the promise of spontaneous physiological measurements to gauge advertising effectiveness. The early work on the eye camera developed originally by Dr Eric Herr at the University of Chicago and tested by Clark Leavitt at Leo Burnett in the late 1960s was the first major attempt to measure physiological viewer response to advertising.