Millward Brown Goes Live with Neuroscience Offer

In the UK, Millward Brown (MB) has set up a neuroscience division, to extend the services offered by its existing advertising and brand research unit.

The new team will be headed by Graham Page, who moves up to the post of Executive Vice President of Consumer Neuroscience from his existing role of Head of Innovations.

Page joined the firm in 1992, since when he has directed the global team responsible for developing new solutions and approaches to help marketers drive their brands and services. His recent studies have included research into how neuroscience techniques might be used to better understand consumers' responses to brands and marketing.

During the past six years, MB has studied the main neuroscience techniques and has rolled out neuroscience-based methods alongside more established tools.

These methods fall mainly into three areas: implicit association measurement, eye tracking and brainwave measurement.

In partnership with Bangor University, the firm has already carried out a series of studies into the brain processes involved when a consumer looks at direct mail as opposed to images on a screen.

In addition, the firm has tested functional magnetic resonance imaging (fMRI) techniques for projects with the Royal Mail.

MB is currently working with US-based brainwave measurement specialist EmSense to integrate electroencephalography (EEG) and other biometrics with its survey tools.

'Our experience suggests that the future for neuromarketing is as another piece of the toolkit for understanding consumers,' stated Page. 'But real understanding comes from integrating information, rather than looking at one perspective alone, and using the right tool at the right time.'

Web site: www.millwardbrown.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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