How Ad agencies can read your face

Research-based consultancy is making increased use of neuroscience in determining people’s reactions to content.

19th October, 2014
Maureen Van Wijk of Millward Brown Ireland. Picture: Feargal Ward

Research-based consultancy is making increased use of neuroscience in determining people’s reactions to content, according to the managing director of Millward Brown in Ireland, Maureen van Wijk.

The technology that allows techniques like facial coding – where an unspoken response plays out on your face, and is identified and recorded – has become more important to the advertising research firm as media evolves, Van Wijk said.

As well as advertising testing and pre-testing,...

Subscribe from just €1 for the first month!

Exclusive offers:

All Digital Access + eReader

Trial

€1

Unlimited Access for 1 Month

Get basic

*New subscribers only

You can cancel any time.

Annual

€200

€149 For the 1st Year

Unlimited Access for 1 Year

You can cancel any time.

Quarterly

€55

€42

90 Day Pass

You can cancel any time.

2 Yearly

€315

€248

Unlimited Access for 2 Years

You can cancel any time.

Team Pass

Get a Business Account for you and your team

Share this post

Related Stories

The year in review

Legacy Richie Oakley 1 year ago

Newsround: What Thursday’s papers say

Legacy Leanna Byrne 5 years ago

More cycle routes, expansion of Luas to Bray and new bus network proposed

Legacy Digital Desk 5 years ago