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...