Has Science Built Advertisers A Better Mousetrap?
Our colleagues at Adweek have a story about the collision of advertising with biometrics and neuroscience. You might call it a virtual, private focus group, or just a better way to find out what people really think about your latest ad. The company behind this innovation is San Francisco based EmSense (for emotion sense, get it?).
The EmSense gizmo, developed by a group of MIT grads, combines EEG technology used to measure brain-wave activity and biometric measurements with proprietary algorithms. It produces data that spell out how a consumer is reacting both emotionally and cognitively to marketing messages, and can be used to measure such responses across a variety of ad platforms.
We all know that really smart agencies and advertisers have been using science-based, quantitative methods for decades, but this is something new.
The EmSense device, shaped like a thin, plastic headband, reads brain waves and monitors the breathing, heart rate, blinking and skin temperatures of consumers who preview ads to measure their emotional and cognitive responses.
New technology-based solutions like EmSense (and like adbeast’s Studio) allow advertisers to work more effectively, and get a better return on their ad investments.