Mind Over Matter

NEW YORK Can neuroscience and biometric research really help advertisers craft better ads? While marketers have debated that question for years, the costly and cumbersome nature of the research (e.g., MRI machines, electrodes attached to scalps) means they’ve relied instead on second-hand information such as surveys to help decide what does and doesn’t work.

Over the last year, however, several high-tech firms, including EmSense, NeuroFocus, and OTX Research and Innerscope, have introduced portable, less intrusive and more affordable measurement devices to track and measure both brain waves and biologic data.

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