Neuromarketing

Can Measuring Emotional Response Help Us Create Better Advertising?

 

 

It started as a desire to make my creative work more effective in moving the needle for my brand. It turned into a self-funded research project that involved graduate study in human physiology and emotional affect and then learning how to administer a polygraph exam.

 

For three years I conducted my own research program in neuromarketing (economic psychology). Specifically, I learned to use biometric equipment to gather heart rate, respiration, blood pressure and galvanic skin response from volunteer test subjects as they watched various advertisements and attempted to map their responses back to specific emotional states.

 

Biosequitur, the research platform I designed, yielded some interesting results and managed to uncover some specific, discreet feelings about the source material that might not have been detected by traditional research methods.

 

Learn more in The Details.

 

 

The Details

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Neuromarketing

 

Can Measuring Emotional Response Help Us Create Better Advertising?

 

 

It started as a desire to make my creative work more effective in moving the needle for my brand. It turned into a self-funded research project that involved graduate study in human physiology and emotional affect and then learning how to administer a polygraph exam.

 

For three years I conducted my own research program in neuromarketing (economic psychology). Specifically, I learned to use biometric equipment to gather heart rate, respiration, blood pressure and galvanic skin response from volunteer test subjects as they watched various advertisements and attempted to map their responses back to specific emotional states.

 

Biosequitur, the research platform I designed, yielded some interesting results and managed to uncover some specific, discreet feelings about the source material that might not have been detected by traditional research methods.

 

Learn more in The Details.

 

 

The Details