Marketing Week has investigated the effectiveness of two Super Bowl ads, one by car maker Nissan and the other by US insurer Nationwide, using neuroscience methods based on sweat sensors to show how engaging each 60-second video is.
In the video the experiment is carried out using a media effectiveness tool provided by Sensum, although testing equipment can vary depending on what brands are looking to measure. Other options include tracking where the eye goes and testing a consumer’s heart rate as they view creative.
Neuroscience is a growing discipline in market research and more brands are gravitating towards using it to gauge a consumer’s real-time reaction to adverts. It measures unconscious cues, unlike other methods of market research such as post-event or post-viewing focus groups, which rely on conscious cues and the memory (and often honesty) of the respondent.
Watch the video to find out how the method works and whether those Super Bowl adverts were worth the $8m (£5m) the brands paid for each spot.