Archive for the ‘Neuroscience’ Category

NewImageEmotiv is staging a revolution in the advertising industry through a simple, yet ingenious device: EPOC – a $300 neuro-computer interface based on electroencephalography (EEG) technology. The effectiveness of advertising spots (broadcast, print, and digital) need to be quantitatively measured. Period.  Gone are the days you paid 10 people to sit in a room and give you their opinion about an ad. Now, whether one is looking to compare advertising creative platforms, competitively analyze industry advertising, or determine what components of a ad make it good or not so good, direct quantitative measurement is the only proven way to go.

Based on the latest developments in neuro-technology, Emotiv presents a revolutionary personal interface for human computer interaction. Emotiv EPOC is a high resolution, multi-channel, wireless neuroheadset. The EPOC uses a set of 14 sensors plus 2 references to tune into electric signals produced by the brain to detect the user’s thoughts, feelings and expressions in real time. The EPOC connects wirelessly to common operating systems (MAC OS, Windows, Linux, etc.). 

NewImageVarious types of emotions are currently detected; such as “Excitement”, “Engagement/Boredom”, “Meditation”, and “Frustration.” But this is only the beginning. Through is publicly available SDK (software development kit), data can be streamed and interpreted directly from the EPOC device itself. This means that neuro-marketing services (process, data analysis, methodology, etc.) can be created to measure the broad range of emotional responses to advertising, leading to neuromarketing-based Emotional Advertising Patterns (EAP), which could be the foundation of competitive intellectual property (IP) for an agency.

Translated, for a bit of CapEx and OpEx out of your current budget, the next generation of quantitatively-based data-driven advertising can be yours. This just might be the catalyst you need to spearhead a next wave of transformations, leading to more competitive and effective advertising investments.


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