Brain Fingerprinting to Help Advertising

"By hooking humans up to machines that measure cerebral activity, Brain Fingerprinting Laboratories believes it can determine whether specific information is stored in a person's memory. The company believes it's found the ideal first business application: advertising.

They just completed a study with global marketing firm Millward Brown indicating that its brain imaging machine tracks the same reaction in ad viewers as survey questions asking viewers for their feedback. Brain Fingerprinting began working on its advertising offering a little over a year ago because advertising executives expressed interest in alternatives to focus groups. 'We want visceral reactions, but focus groups don't do that.'"
-- Puget Sound Business Journal via Agenda

Wired Writes on Neuromarketing
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