Time Warner and Nielsen Will Study How Virtual Reality Affects the Subconscious

Time Warner and Nielsen are partnering up to study how video content affects the actual hearts and minds of those viewing short-form video and virtual reality. The three-year partnership between Time Warner and Nielsen will allow the companies to study how video content—both programming and advertising—registers with viewers at a subconscious level. By measuring eye-tracking, facial movement, heart rate and brain activity, Time Warner hopes to tap the technologies and research capabilities of Nielsen Consumer Neuroscience to better understand how consumers think and feel at a deeper level.  Using an EEG (electroencephalogram), researchers can capture brain activity related to arousal and intensity, allowing them to capture whether a video’s approach is working or if someone is attracted to a voice. Research on VR and other video between 15 and 90…


Link to Full Article: Time Warner and Nielsen Will Study How Virtual Reality Affects the Subconscious