The ardor of the ad business to adopt the technical tools of biometrics — measuring brain waves, galvanic skin response, eye movements, pulse rates and the like — is increasing as consumer spending, the engine of the American economy, slows.
In other words, in hard times ads must work harder to move the merchandise.
“Instead of hypotheses about what people think and feel, you actually see what they think and feel,” said Joel Kades, vice president for strategic planning and consumer insight at Virgin Mobile USA in Warren, N.J.
“I’m not such a huge fan of ad testing,” he added, but measuring biological responses is “absolutely useful.”
Is the Ad a Success? The Brain Waves Tell All
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