"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."
"'I thought about partnering with companies like Fitbit or Whoop,' he says, 'but when I saw what Dr Platt was building at Cogwear, I realized this wasn't about fitness. It was about emotion itself.' The headset he's referring to can detect early onset Alzheimer's, track stress levels and even recognize when someone feels nostalgia. Glassview has invested in the company and secured the right to use the technology in marketing."
"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.'"
Glassview partnered with Cogwear to use clinical-grade EEG headsets to measure attention, emotion and memory formation in real time while people watch ads. The wearable can detect early-onset Alzheimer's, track stress levels and recognize nostalgia, and is now applied to test car ads and other campaigns. Glassview CEO J Brooks pursued neuroscience after taking a Wharton course and invested to secure marketing rights. Cogwear is described as a 'Fitbit for the mind' and its founders claim brain data vastly outperforms self-report and focus groups, predicting 80–90% of market outcomes.
Read at The Drum
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