Opening the Black Box: An academic evaluation of the ability of EEG to predict advertising effectiveness

Gemma Calvert, Cristina de Balanzó and Steve Watkins
Neurosense, Leo Burnett and TNS, UK


Following on from our last article published at ESOMAR ("Predicting brand decisions through emotional engagement", de Balanzó, Ohme, Eising, 2011) we started to build a methodology that would be able to address one of the most important issues around communication testing, which is, to predict advertising effectiveness more accurately. We suggested that biometric and brain analysis can significantly enrich traditional copy testing but further research and studies were needed.

As the next step in this journey the authors, in collaboration with neuroscientists at the University of Reading, set out to learn more about this field of research.