A Biologically Based Measure of Emotional Engagement: Context Matters

The present study presents a biologically based measure of audience engagement. The measure is based on a neuroscience informed combination of signal processing methods that yield a continuous time-locked index of synchrony plus intensity leading to engagement from four noninvasive wireless biosensors.

A Biologically Based Measure of Emotional Engagement: Context Matters

Carl D. MarciInnerscope Research, LLC


There is growing interest in the use of biologically based measures of emotion in marketing research (Cassidy, 2006). Among the forces creating this interest is the new field of neuromarketing. Neuromarketing is an attempt to leverage the explosion of knowledge in the field of neuroscience and our new understanding of the brain and emotion and apply it to problems in advertising (Renvoise and Morin, 2005). Many of the important lessons from neuroscience over...

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