Neuroscience-based marketing research offers new tools for improving advertising creative and testing methods. After conducting two major research projects, the ARF has concluded that neurological and biometric marketing research methods have the potential to provide important new insights for the evaluation of commercials and other visual or print stimuli and that they can identify creative executions that sell more.
The strength of neuromarketing and biometric methods lies in their ability to uncover responses to advertising better than many other methods. Also, as they usually provide moment-by-moment data on changes in viewer reactions, they are well-suited to diagnose and improve marketing...