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Videos

Measuring potential virality of content

This paper discusses the neurological understanding behind what makes a content click with the viewers and demonstrates how we can use new techniques such as EEG (Electroencephalogram) to measure the subconscious impact of the content on the viewers,...

Catalogue: Congress 2019: The Global Data & Insights Summit
Author: Mahesh Agarwal
Company: PT. Neurosensum Technology International
September 8, 2019

Research papers

How potent is my potion?

Creating change in today's marketplace is a challenge in any category, with rising clutter levels and tuned-out consumers. Marketers across categories have been grappling, for quite some time now, with autopilot brand choices, habit-driven consumers...

Catalogue: Global Healthcare 2008: Consumer Choice
Authors: Anjali Puri, Sumeet Saluja
Companies: Nielsen, GSK
February 6, 2008

Research papers

How technology is changing the way we think

Digital technologies have changed the way we live and work. However, we rarely consider the effects of technologies themselves on our brains and our working practices. Increasingly neuroscience is revealing our brains to have an extraordinary degree...

Catalogue: Qualitative 2011: Embrace, Inspire And Celebrate!
Author: Sheila Keegan
November 13, 2011

Research papers

Predictability of movie box office based on trailer testing

Neuroscience is increasingly being used as a diagnostic tool in helping marketers better understand consumer reactions to advertising, marketing, p ackaging, concepts and other marketing-relevant stimuli. However, little research ...

Catalogue: Congress 2011: Impact
Authors: W. Bryan Smith, Keith Winter
Company: EmSense Corporation
September 18, 2011

Research papers

Harnessing the power of voice

Marketers have always known the role that emotions play in consumers' product purchase process. Today, in addition to injecting emotions into new products through advertising, marketers are building emotions into their product designs. Researchers...

Catalogue: Asia Pacific 2017: Discoveries
Authors: Saurin Shah, Roland Leung, Geeta R. Lobo
Company: GfK
May 9, 2017

Research papers

Neuroscience applied

How to effectively communicate a social media campaign that encourages reporting against child and adolescent abuse? In a pro-bono copy-testing study, we optimized the Liberta Institute's campaign, which contributed to an increase in 10.3% of abuse...

Catalogue: Latin America 2019
Authors: Aline Souza, Janaína Brizante
Company: Nielsen
April 7, 2019