How neuroscience helped The Shelter Pets Project improve its TV ads

This article explains how Nielsen Neuro used neuroscience research tools to analyse and improve the effectiveness of TV ads that were intended to increase pet adoption rates from The Shelter Pets Project in the US.

How neuroscience helped The Shelter Pets Project improve its TV ads

Stephen WhitesideWarc

Viral videos of cute cats and dogs are an online phenomenon, racking up millions of hits, "likes" and shares on social media platforms like Facebook, Vine and YouTube on a daily basis.

Offline, though, the story is often very different: approximately six million felines and canines are taken in by rescue centres and shelters across America each year, and over two million healthy or treatable animals are euthanized every 12 months as no one has given them a new home.

Seeking to redress this situation is...

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