"Across eight vendors, there was not a whole lot of consistency," according to Colgate's director of strategic insights. Most of the neuromarketing suppliers agreed the ad was good, but the detailed findings between the companies were disturbingly different.
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There is little detail except for one commercial tested - the Colgate Total toothpaste commercial. If you are interested in what the ARF found, you can watch the presentation of its first-phase findings from March 2011 here. But since the dry technology players were missing, one has to conclude that dry technology is as yet unproven in the market research space. Neither the Mynd or the Emband headset is available to buy at this stage, and you can draw your own conclusions as to why these two companies declined to take part. This is the Emband, a product of Emsense (a company partnered by the global market research giant, Millward Brown). Notable also is the fact that the other major company that declined to take part also uses dry headset technology. The ARF was then able to compare the conclusions and recommendations produced by the tests from the individual corporations.Notably, Neurofocus was one of two key suppliers that declined to take part in this independent review process.
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Last year, the ARF gathered a number of TV commercials and asked the various neuromarketing suppliers, like Neurofocus, to apply their technology to testing the same commercials. Indeed, whether such studies produce valid, reliable, market research results is a question that is currently being addressed by a well-respected, independent body, the Advertising Research Foundation (ARF). This type of testing has been attracting growing interest but it also has its critics who see it as junk science and suspect market research. Neuromarketing tests - are they valid?ĮEG is only one form of what is called "neuromarketing" evaluation testing.
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It enables consumer EEG data to be streamed via Bluetooth to any portable smart device, such as an iPad or iPhone.
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That is, it can be used in consumers' homes, at movie theaters, in shopping malls as well as at outdoor venues. The Mynd headset relies instead on natural skin-oils and sweat to create a sufficient connection and the company claims similar performance to that obtained by wet-based systems.With dry technology and a Bluetooth enabled headset, Neurofocus boasts the convenience of its EEG testing for market research environments beyond the lab. Measurement of EEG brainwaves has traditionally had to use gel, paste or saline at the scalp terminals to ensure conductivity of the electrodes onto the scalp. Headsets that use just one or two electrodes for example, cannot be expected to give the "thought resolution" that 19 sensors can provide. This is important as we will see later as some headsets use a very limited number of electrodes. More sensors means greater brainwave information and more "thought resolution" can be achieved. In some cases, very high densities of 250 or more are employed. The typical, medical EEG uses 19 electrodes, that is, 19 channels of information being read from the scalp. One of the key differentiating factors in brainwave headsets is the number of electrodes or sensors. The Mynd is wireless, uses dry, "smart" electrodes (thus eliminating the use of gels) and is claimed to provide full-brain coverage using "a dense-array" of EEG sensors, each one capturing brainwave activity at 2,000 times a second. The NeuroFocus Mynd wireless EEG measurement headset Neurofocus may decide to sell the headsets later but for the moment, the company is satisfied to claim a competitive advantage for its market research testing services. You can't buy one at this stage because it is the product of Neurofocus, a Nielsen backed market research company that uses Mynd to provide ad and pack testing services for advertisers. The Mynd headset is primarily for market research. That description sounds impressive but who is it for? Announced late March 2011, it is described as "the World's First Wireless Full-Brain EEG Headset". Let's start with one of the latest headsets to be unveiled - the Mynd.
to control, for example, a wheelchair or a mouse
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