Science of brain signals opens new era for advertising

July 29, 2014 by Richard Ingham

Companies in the near future will be able to test public reaction to advertisements, music and films before they are released by monitoring the brain signals of a select group as they watch a trial.

So say psychologists who on Tuesday unveiled the results of an unusual set of experiments into so-called neural signals.

Their idea is that by scanning in just a few individuals who watch a test commercial or TV programme, this will predict how a wider audience will also react to it.

The same method could also be applied to test political ideas on focus groups.

Reporting in the journal Nature Communications, a team led by Jacek Dmochowski at Stanford University in California asked 16 volunteers aged 19-32 to watch TV as their brain signals were recorded.

They watched the 2010 premiere episode of the popular TV series "The Walking Dead" and a set of commercials which first aired in American football's Super Bowl in 2012 and 2013.

The volunteers wore electroencephalography (EEG) sensors to monitor electrical activity in the various parts of the brain.

They were also scanned by functional magnetic resonance imaging (fMRI), which maps brain activity by pinpointing cerebral blood flow.

What emerged was a strong correlation in the pattern of signals, showing that the individuals were all focused—"engaged"—in what they saw.

Their level of interest matched the response of the wider public to the show and to the commercials as measured by Twitter and the Nielsen TV audience rating.

Of course, to be focused on something does not necessarily reveal whether you liked it or disliked it.

But the experiments with the Super Bowl ads provided a useful clue.

Brain patterns

Hugely expensive commercials for the Super Bowl are usually followed up with lots of research to see whether the ads were a hit with the public or not.

"In the Super Bowl study, we observed a strong relationship between the amount of neural agreement in our sample and the popularity rating of a given ad," Dmochowski said in an email exchange with AFP.

"This tells us that, in general, stimuli which we prefer are experienced similarly in our brain as that of others."

"So at least in this experiment, a high level of neural similarity translates to 'liking' the content. However, further research is needed to fully understand what happens in our brain when we are positively versus negatively engaged."

After being fine-tuned, neural signalling could be a useful tool for predicting audience response, said Dmochowski.

A common marketing technique today is to try out a prototype product or new idea—including political—on a panel chosen to represent the audience which is being targeted.

The flaw, though, is that individual responses can be muddied by self-reporting, poor verbal skills or group pressure—so data that comes direct from the brain could be invaluable.

"Marketing firms will likely be the first to adopt this technology, as in this domain even a small predictive edge can translate into large value," Dmochowski said.

"It is possible that focus groups that preview new advertisements will soon include measurements of brain signals in addition to subjective self-reports."

He added: "Yet another possibility is music production, where multiple versions of a particular song can be evaluated by measuring the neural responses of a group of listeners.

"In general, any application in which one seeks to forecast the population response to some content could benefit from the method."

Explore further: Tense film scenes trigger brain activity: New ways to predict how audiences will respond

Related Stories

Tense film scenes trigger brain activity: New ways to predict how audiences will respond

June 14, 2012
Visual and auditory stimuli that elicit high levels of engagement and emotional response can be linked to reliable patterns of brain activity, a team of researchers from The City College of New York and Columbia University ...

Artifact suppression and analysis of brain activities with EEG signals

July 12, 2013
Electroencephalography is a test to measure the electrical activity of the brain generated by scalp surface after being picked up by metal electrodes and conductive media.

Conceptual representation in the brain: Towards mind-reading

April 17, 2014
Your measured brain signals can reveal whether you are thinking about an animal or a tool. That's what neuroscientist Irina Simanova discovered during her PhD at Radboud University, where she investigated the conceptual representation ...

A new tool for brain research

July 31, 2013
Physicists and neuroscientists from The University of Nottingham and University of Birmingham have unlocked one of the mysteries of the human brain, thanks to new research using functional Magnetic Resonance Imaging (fMRI) ...

Recommended for you

Researchers make surprising discovery about how neurons talk to each other

August 17, 2017
Researchers at the University of Pittsburgh have uncovered the mechanism by which neurons keep up with the demands of repeatedly sending signals to other neurons. The new findings, made in fruit flies and mice, challenge ...

How we recall the past: Neuroscientists discover a brain circuit dedicated to retrieving memories

August 17, 2017
When we have a new experience, the memory of that event is stored in a neural circuit that connects several parts of the hippocampus and other brain structures. Each cluster of neurons may store different aspects of the memory, ...

Researchers show how particular fear memories can be erased

August 17, 2017
Researchers at the University of California, Riverside have devised a method to selectively erase particular fear memories by weakening the connections between the nerve cells (neurons) involved in forming these memories.

Neurons involved in learning, memory preservation less stable, more flexible than once thought

August 17, 2017
The human brain has a region of cells responsible for linking sensory cues to actions and behaviors and cataloging the link as a memory. Cells that form these links have been deemed highly stable and fixed.

Study uncovers specialized mouse neurons that play a unique role in pain

August 17, 2017
Researchers from the National Institutes of Health have identified a class of sensory neurons (nerve cells that electrically send and receive messages between the body and brain) that can be activated by stimuli as precise ...

Scientists identify central neural circuit for itch sensation

August 17, 2017
Itching is an unpleasant sensation associated with the desire to scratch, and the itch sensation is an important protective mechanism for animals. However, chronic itch, often seen in patients with skin and liver diseases, ...


Please sign in to add a comment. Registration is free, and takes less than a minute. Read more

Click here to reset your password.
Sign in to get notified via email when new comments are made.