For those of you who have not heard of this (and those who have) it is worth mentioning. Neuroscientists are collaborating with market researchers to measure levels of attention, memory encoding, memory recall, and attraction and revulsion to ads using the electroencephalograph (which measures electrical activity by brain region). General Motors, DaimlerChrysler, Ford of Europe and Camelot (the UK’s lottery operator) are all exploring this relatively new technology. Preliminary results suggest that memory and emotion play key roles in brand loyalty. Other high tech techniques for identifying consumer response to advertising: eye tracking, measuring galvanic skin response, and magnetic resonance imaging (MRI).
Where will we go next?
Source: “Pushing Your Buy Button: Neuroscience Meets Marketing” Forbes, September 1, 2003, pp. 62-66, 70.
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I perceive a potential intriguing link between the two topics here. If branding needs to locate cross platform approaches then wouldn’t this kind of research (expensive I am assuming) be problematic in that it might only apply to certain media?
I also consider the sort of data emerging from such research projects, whilst interesting and perhaps offering some general indications, is getting a little ‘too’ finite against the basic need. Rather like buying stereo speakers that can play a hair falling off the singers head when you only want to listen to looney tunes sound tracks