After working out of makeshift labs for more than two years,Nielsen India is scaling up to read consumers’ brainwaves for answers that marketers can use in communication.
Using consumer neuroscience, brands have been finding out which cut of their ad is better, which programmes would their ads be better placed in, whether an endorser actually gels with the brand and even what in a car’s design grabs more attention, according to the leading consumer research company. Companies in the Tata group, ITC, media agencies such as WPP-owned Maxus have all been using Nielsen’s tool, neuro focus.
The readings reveal attention levels, memory retention and emotional involvement in each second of the ad. While attention and memory help register something new, attention and emotional engagement make her remember when she shops