Neuroscience Firm MindProber Renamed Mediaprobe

Portugal-based consumer neuroscience platform MindProber has been renamed Mediaprobe, reflecting what it says are breakthroughs in 'next-gen measurement' across all media.

Founded in 2016 and headquartered in Porto, the company has developed a media testing platform which 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.

The firm also uses the proprietary Emotional Impact Score (EIS) to provide insights to optimize content; improve impression quality and placement effectiveness; and maximize the value of broadcasts, sponsorships and advertisements. EIS is calculated from the electrodermal activity (EDA) of viewers while they consume content, picking up galvanic skin responses (GSR), with viewers who show more and larger GSRs being more engaged by the content.

In a statement, the company explained: 'We have helped the biggest names in broadcasting use next-gen media measurement to validate the value of their inventory using our platform-agnostic media analytics solution for linear TV, CTV, streaming, social media and audio. Our new name is part of a rebranding to fully represent these forward-thinking breakthroughs in next-gen measurement across all media'.

Web site: www.mediaprobe.com .