Innerscope Claims Real-Time Biometrics First

In the US, biometrics and emotion measurement specialist Innerscope Research claims to have conducted the first ever biometric monitoring of an audience at an industry conference in real-time, at last week's ANA Creativity Conference.

Boston, MA-headquartered Innerscope, which was founded in 2006 by Dr Carl Marci (pictured) and Brian Levine, uses neuroscience and biometrics with its own proprietary software, to measure and analyze audience engagement with any media stimulus.

The system - which uses a thin, lightweight band worn directly on the skin around the lower rib cage - measures unconscious emotional response by tracking changes in heart rate, breathing, skin sweat, and motion.

During the ANA's (Association of National Advertisers) New York-based conference, the firm used its technology on a portion of attendees in a live demonstration study that measured real-time unconscious emotional engagement with the speakers throughout the day.

Patent-pending algorithms based on a modern understanding of the brain were used to process millions of bits of biologically-based information to deliver immediate results to the conference attendees.

According to the feedback, the most engaging video shown was the 'Green Police' piece that Scott Keogh, CMO of Audi of America, and Paul Venables, Founder and Creative Director of Venables Bell & Partners, incorporated into their paper. Their presentation focused on how Audi had used creative and aggressive marketing to change attitudes in the US toward the German automaker.

Other engaging moments included a paper presented by James Moorhead, Old Spice Brand Manager for P&G, which described how Old Spice's 'The Man Your Man Could Smell Like' campaign led to an actual marriage proposal that was accepted.

Dr Marci, CEO and Chief Scientist for Innerscope Research, said he was pleased with the results and the demonstration project.

'Great stories told well, engaging videos, and simple take-home messages consistently increased the audience's emotional engagement during presentations,' he explained. 'We appreciated the opportunity to bring real-time results based in neuroscience to the ANA conversation on creativity.'

Web site: www.innerscope.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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