Making Ads That Whisper to the Brain

November 15, 2010 | Source: New York Times

A handful of neuromarketing firms, like EmSenseSands ResearchMindLab International and NeuroSense, now specialize in the latest mind-mining techniques — EEGs, MRI’s, eye-tracking — or in older biometric methods that track skin, muscle or facial responses to products or ads.

Volunteers in NeuroFocus marketing tests wear a fabric cap that houses EEG sensors and an eye-tracking device while they look at a commercial, use a Web site or view a movie trailer. The dual devices enable researchers to connect the volunteers’ brain patterns with the exact video images or banner ads or logos they’re viewing.