In a world of ever-shrinking attention spans, where consumers skip right past online ads, advertisers are turning to neuroscience to better understand how to steer buyers toward their products. Companies like Facebook and Twitter are turning to measuring brain and body activity to test the feedback on products that cannot be put into words. Other companies such as Campbell Soup and Yahoo are also studying customers via biometric tests that monitor heart rates and skin conductivity.
How Facebook and Campbell Soup Are Trying to Read Your Mind
Facebook Inc. this spring commissioned a San Francisco company called SalesBrain to gauge how consumers responded to ads viewed on a smartphone versus a TV screen. Neural researchers used various sensors to measure perspiration, heart rate, eye movement, and brain activity of the 70 participants.