Focus Group…In Your Brain

March 31st, 2008 at 08:34pm Cindy Harris

Today’s New York Times talks about a trend with big agencies to use neuroscience research and biometrics (things like brain waves and pulse rates) to help them sell their clients’ products and services. These measurements gauge how quickly consumers attune to the message, how they react to it and how they act (or don’t act) upon it.

One study showed that award-winning commercials - like the one below by Nike - engaged viewers within 1.5 seconds, versus the traditional 5 to 7 seconds.

[kml_flashembed movie="http://www.youtube.com/v/_8FAwMpR6D4" width="425" height="350" wmode="transparent" /]

Companies like NeuroFocus (in which ratings giant Nielsen bought a stake last year) and EmSense are some of the leaders of this type of work. More in-depth information is available at the Advertising Research Federation, which is hosting its annual conference this week in New York.

Entry Filed under: Creative, Research, Messaging, Tips & Tricks