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

This paper analyses two neuroscientific techniques and contains results of an academic evaluation of the ability of electroencephalography (EEG) and eye tracking (ET) to predict advertising effectiveness.

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

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

Introduction

Following on from our last article published at...