Enhancing creative content with neuroscience

Show people Mountain Dew's Puppymonkeybaby ad and most of them will tell you it's creepy. Brain measures, though, showed an above-average spot that Nielsen links to a 34 % sales lift in the quarter it aired. Bradley Vines leads Nielsen's neuroscience research in Europe, and in this talk he explains what EEG, facial coding and eye tracking reveal about an ad that surveys can't.

You'll learn how Nielsen measures emotional motivation, memory activation and their combination, action intent, how to read an ad second by second and what an algorithm-made cut-down of a spot is good for. Bradley presents data showing EEG explains 62 % of the variance in sales and, unlike surveys, doesn't favour rational ads. He closes with how to choose a neuroscience partner and how measurement could improve the relationship between brand, creative agency and copy tester.