Groundbreaking Research Shows Ability of Neuroscience Measures to Predict In-Market Sales …

NEW YORK, June 13, 2016 /PRNewswire/ — In a major study of integrated consumer neuroscience tools, a combination of EEG, biometric and facial coding consumer responses was shown to have extremely high explanatory power of in-market sales. The results focused on measures of ad creative, according to a groundbreaking collaborative study between CBS, Nielsen Consumer Neuroscience and Nielsen Catalina Solutions.The five-month study, which was released today at The Advertising Research Foundation’s Audience Measurement 2016 conference, used multiple neuroscience measures, ad exposure and actual retail purchase data. The results showed meaningful, statistically significant relationships between individual neuroscience measures and in-store sales for the same creative executions.When used separately, the relationship to sales of the individual metrics ranged from a low of 9% for facial coding to a high of 62% for…


Link to Full Article: Groundbreaking Research Shows Ability of Neuroscience Measures to Predict In-Market Sales …