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After six years of experimentation, Millward Brown, a unit of WPP’s Kantar, has launched a neuroscience practice to test the effectiveness of ads.
The firm has partnered with EmSense, a neuroscience testing firm. Up to now, Millward Brown has offered clients an array of traditional techniques for testing ads. Now, they’ll also have the option of using EmSense research tools and services.
While the EmSense technology will primarily be used as an option for pre-testing ads before they go to market, it can also be applied “more broadly to a range of custom solutions for clients,” a Millward Brown rep confirmed.
For years, marketers have debated how useful neuroscience and biometric research can be in helping them craft better ads — but the techniques have won more converts with recent improvements.
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