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

Gemma Calvert, Cristina de Balanzó and Steve Watkins

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 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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands