This experiment asked: “Can we measure the brain activity of consumers watching advertisements?” The project explores correlating brain activity with user experience while viewing ads to predict product success and market-readiness with a new research modality, fNIRS.

Researchers: Leanne Hirshfield, Brian Sheehan, Joanne Barretto, Sarah Bratt, Danushka Bandara
Funder: Newhouse Endowment

Projects

Neuromarketing: Advertisement Experiment

M.I.N.D. Labs