MindProber Hires Former Microsoft Sports Exec

Portugal-based consumer neuroscience platform MindProber has appointed former Microsoft Sports exec Stewart Mison as Vice President of Sports. He is based in the UK.

MindProber's real-time media testing platform analyzes viewer's physiological and behavioural responses to media content on a second-by-second basis. Hand-held sensors are used to gather galvanic skin response signals from respondents in their own home, facilitating biometric testing of content and campaigns, which the firm says until now has been restricted to lab environments. Last year, the firm launched what it described as the first in-home biometric panel in the US.

Mison (pictured) is the founder of media and digital investment consultancy Willow Sports, which helps rights owners generate revenue from new sources and capture and interrogate data to drive engagement. He previously served as Global New Business Director for Microsoft's sports vertical, working in partnership with federations, leagues and clubs to help them transform their businesses. Earlier, he was Managing Partner at Futures Sports + Entertainment, and Senior EVP at sports and entertainment agency Octagon CSI.

Commenting on the appointment, co-founder and CEO Pedro Almeida said: 'Stewart's unparalleled experience and strategic skills are exactly what we need to support MindProber's dynamic growth. We work with the world's leading sports leagues to empower the delivery of the most engaging experience possible to sports fans. Stewart's industry expertise will undoubtedly help us meet our partners' needs for objective media impact and valuation metrics'.

Web site: www.mindproberlabs.com .