The intrepid Variety columnist Brian Lowry took readers on a tour of a neuromarketing outfit that works for show-biz companies, among others.Â Here’s a excerpt:
Innerscope Research was birthed just three years ago, but the company has already found various entertainment and advertising clients for its biometric research, which employs eye-tracking technology as well as EKG monitors to gauge subconscious response along four key criteria: heart rate, breathing, moisture levels (or sweat) and movement.
“Itâ€™s very hard for people to accurately reflect their internal world,” says Innerscope CEO Carl Marci, noting that 75% of brain processing “is below conscious awareness.”…they have notched a number of entertainment clients looking to augment traditional research, including Fox, NBC and Discovery, along with a growing number of advertisers…Biometrics thus provides a diagnostic tool, able to pinpoint physical reactions to specific moments that the viewer might not even realize…Innerscopeâ€™s findings have included the revelation that people exhibit emotional responses as they fast-forward through commercial pods, meaning that ads are still registering to those viewing via TiVo or another digital video recorder. The company can also pinpoint whether a movie trailer, say, is generating the sort of “emotional engagement” that marketers hope to achieve.
“This allows our clients to see what their audience is seeing and feeling, not what they say theyâ€™re seeing and feeling,” Marci explains [Innerscope CEO Carl Marci].
source:Â The future of focus group testing/This test gets under your skin.Â Brian Lowry.Â Variety.Â October 5-11, 2009,