Category Archives: Neuroscience

What Advertisers Learned From A Little Monkey

Imagine, if you will, a thick hamburger patty being pulled off a sizzling grill and laid on a freshly toasted bun. Cheese slowly melts on the patty while it’s topped with lettuce, tomato and secret sauce drips as the top … Continue reading

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Research as Teacher: A Brief History of Advertising Research

A wise old researcher once said a researcher has two jobs: First, to learn something useful that your clients didn’t know before and second, to teach them what you found out. The second job is the harder and also the … Continue reading

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Advertising Research: Connecting the Heart with the Head

Douglas Van Praet (EVP at Deutsch LA) recently said in an article on co.create that his agency’s successful ad, “The Force,” would not have passed via traditional copy testing measures and may not have ever made it to air. While … Continue reading

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Completing the Picture Conclusion – Looking Forward

Currently, using online cameras for eye tracking and for measuring emotions through facial response coding are two of the hottest areas of innovation. It is easy to imagine how either of these two techniques might be refined by combining them … Continue reading

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Completing the Picture Part IX – Quadrant Experiments

Our own experiments suggest that there is much to be learned from the cross/within quadrant combinations. In one series of experiments we conducted with brain waves (see Exhibit 3), we found them to be a strong predictor of our Attention … Continue reading

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Completing the Picture Part VI – The Matrix: Upper Quadrants

We continue our look at how the research techniques fall in each quadrant, this week focusing on the upper half. Upper Left Quadrant: Experiencer Self/System 1 Thinking The current level of interest in biometrics and neuroscience is actually the second … Continue reading

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Completing the Picture Part V – The Matrix: Lower Quadrants

This week and next, we will look at how the research techniques fall in each quadrant, starting in the historical order in which they were developed.   Let’s begin today with the lower left and right quadrants. Lower Right Quadrant: … Continue reading

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