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Mindshare Opens NeuroLab in New York
WPP media agency network Mindshare has launched a 'NeuroLab' in its New York office, using EEG and Galvanic Skin Response technology to measure second-by-second, non-conscious neurological responses to brand stories and media.
Led by Mindshare's Insight Manager Arafel Buzan and her colleague James Kelly, the new NeuroLab supplements data from neurological responses with pre-and-post implicit association tasks (implicit bias testing), as well as quantitative survey responses. Initial research has examined the impact of audio storytelling, with future studies to be conducted around creative branding, attention spans, customization, reach versus frequency and more.
Adam Gerhart, CEO of Mindshare US, explains: 'Challenging the status quo is in our DNA and long-held institutional knowledge is now on the chopping block. We invested in the NeuroLab and this myth busting program because it's not just about staying on top of changes in media and technology, but actively pressure testing ideologies for our clients and the industry. And there was no better place to start than with a medium that has experienced such a renaissance: audio'.
Web site: www.mindshareworld.com .
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