"The same device that can detect the first signs of Alzheimer's is now being used to test car ads. That sentence reads like science fiction, but it's very real. Glassview, a digital media company that works with Fortune 500 brands, has partnered with Cogwear, a neuroscience startup from the University of Pennsylvania. Together, they're using clinical-grade EEG headsets to measure how people feel when they watch ads."
"Platt describes Cogwear as "a Fitbit for the mind," though that phrase barely captures what's happening inside the lab. "If you want to know the truth, you ask the brain directly. Self-report is almost useless. Focus groups explain maybe 10% of what actually happens in the market. But when we get brain data we can predict 80-90% of outcomes. The brain doesn't lie.""
"The collaboration began when Glassview chief executive J Brooks noticed the limits of data-driven advertising. "Marketing has always lived in the softer sciences," he says. "Sociology tells us who people are, psychology tells us why they buy. But we wanted to move into the hard sciences, biology, neurology and chemistry to understand what really drives connection.""
Glassview partnered with Cogwear to use clinical-grade EEG headsets to capture real-time emotional responses to advertising. The headsets can detect early signs of Alzheimer's, track stress, and recognize emotions such as nostalgia. Glassview invested in Cogwear to apply neuroscience to marketing, aiming to move beyond sociological and psychological inference into biological and neurological measurement. Cogwear's founder characterizes the device as a mental Fitbit and asserts that brain data outperforms self-report and focus groups, enabling much stronger prediction of market outcomes and guiding ad development with direct neural signals.
Read at The Drum
Unable to calculate read time
Collection
[
|
...
]