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,...
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