Neuroplanning helps optimise media channels

David Wilding

Neuroscience isn't every planner's cup of tea. It conjures up visions of people in white coats conducting experiments on unsuspecting victims in an attempt to manipulate their minds, read their thoughts and predict their behaviour.

An industry seemingly preoccupied with measuring numbers and reach isn't generally comfortable asking what happens in the brain when people see advertising. Because brains are complicated and scary things best left to scientists and doctors, aren't they?

However, some people at PHD didn't think so, which is why we developed neuroplanning – a proprietary planning tool designed to understand the all-important influence, rather than reach, by examining how the brain responds to different media stimuli to see if advertising is likely to affect the desired response.