What we know about new ad testing methods

This article summarises key insights from a series of papers on new ad testing methods which are driven by advances in technology and neuroscience and must focus on consumers' rational and emotional drivers.

Technological advancements and use of neuroscientific techniques such as electroencephalography (EEG), eye tracking and Implicit Response Testing (IRT) are making innovative, new ad testing methods possible. Facial coding is an effective new method of...