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IBVA for portable Neuromarketing

There's a buzz brewing about the new science of Neuromarketing, used in focus groups and consumer research. Generally performed by testing subjects whilst in a large laboratory bound MRI brain scanner, it is a restrictive and claustrophobic procedure. However IBVA can be worn virtually anywhere, and can show instantly if a subject's attention is waning, or conversely if they are become agitated or stressed.

Evaluating the subliminal power of colors, logos, or product features, measuring the impact of music or jingles, neuromarketing and IBVA emerge as new techniques and technologies to combine with existing methods.

By studying activity in the brain, neuromarketing combines the techniques of neuroscience and clinical psychology to develop insights into how we respond to products, brands, and advertisements. From this, marketers hope to understand the subtle nuances that distinguish a dud pitch from a successful campaign.

What are researchers learning? For one thing, they're more convinced than ever that feelings matter. "The big breakthrough," says Erik du Plessis, author of The Advertised Mind: Ground-Breaking Insights Into How Our Brains Respond to Advertising, "is understanding the role that emotion plays in rational decision-making."



 

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