An article in today’s Times talks about the high art of neuromarketing. This breed believes that traditional market surveys and focus groups are inaccurate because participants can never articulate the unconscious impressions of attraction and repulsion. Volunteers for the think tank NeuroFocus don fabric caps with EEG sensors and eyetracking devices while watching TV commercials that measure neuro stimlation.
“By measuring brain waves, we are able to measure attention, emotion and memory,” says Dr. Pradeep, who holds a Ph.D. in engineering. “We basically compute the deep subconscious response to stimuli.”
Before laughing too hard consider some of the organizations who are taking this all very seriously: Google, CBS, Disney, Frito-Lay and A & E Television, as well as some political campaigns — even Neilson has invested in NeuroFocus, raising their credibility ratings.
Mayhem or a magic bullet, you decide.
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