Navigation Links
NeuroFocus and New Scientist Magazine Apply Neuromarketing to Select Cover Design
Date:8/5/2010

BERKELEY, Calif., Aug. 5 /PRNewswire/ -- Can neuroscience be used to help a magazine sell more copies? This was the question asked by the popular science weekly, New Scientist, to NeuroFocus, the world's largest neuromarketing company.

Using high density arrays of electroencephalographic (EEG) sensors to capture test subjects' brainwave activity, NeuroFocus measured and analyzed their responses to three different cover designs for the August 7 edition of New Scientist.

By monitoring brainwave activity across the full brain as subjects viewed each of the covers, and using eye-tracking technology to identify which specific parts of the cover they were looking at, NeuroFocus was able to measure their immediate, subconscious reaction to the designs scored in seven NeuroMetrics. These include: Attention, Emotional Engagement, Memory Retention, Overall Effectiveness, Purchase Intent, Novelty, and Awareness.

By discovering how well something like a magazine cover scores in each of these NeuroMetrics, NeuroFocus can help the publisher to pick the cover which is most likely to capture interest and appeal to potential buyers at the deep subconscious level. The same technology can be applied to a wide range of areas, including brands, products, packaging, in-store marketing, and advertising to discover the strength of subconscious responses they generate in the brain.

Graham Lawton, deputy editor of New Scientist said, "Like most newsstand magazines we need to create covers which grab people's attention and keep them engaged. This experiment showed us that, neurologically speaking, there was a clear winner which stood out noticeably from the other two possible covers. It's going to be very interesting to see how the use of neuroscience can translate to increased newsstand sales."

21st century marketing science

Neuromarketing is increasingly being used across numerous industries worldwide to help companies improve their product development, package design, and marketing efforts, but this is the first time it has been used by a magazine publisher.  

Thom Noble, NeuroFocus UK managing director, said, "The practical applications for neuromarketing are very wide ranging and we work with a diverse selection of clients around the world. We were particularly pleased about this opportunity to work with New Scientist, however, because it gives us a chance to show that what we do is based on robust science, is highly actionable, and delivers demonstrable results."

All three tested cover designs performed very well in the research. But in terms of overall neurological effectiveness the results for the chosen design were significantly higher, driven by exceptionally impressive emotional engagement levels.  Strong levels of emotional engagement stimulate memory retention and purchase intent.

An online version of New Scientist with the specially selected cover and an accompanying article is available here:

http://www.newscientist.com/article/mg20727721.300-mindreading-marketers-how-neuromarketing-stormed-the-world.html

About NeuroFocus

The world's leading neuromarketing firm, NeuroFocus (http://neurofocus.com) brings advanced neuroscience knowledge and expertise to the worlds of branding, product development and packaging, advertising, in-store marketing and entertainment. NeuroFocus clients include leading companies across dozens of categories, including automotive, consumer packaged goods, food and beverage, financial services, Internet, telecom, pharmaceutical, retail, and many more sectors. Entertainment category clients include major companies in the broadcast and cable television and movie industries.

Headquartered in the U.S. and operating globally through offices and NeuroLabs in the UK and Europe, the Asia/Pacific region, Latin America, and the Middle East, the company leverages Nobel Prize calibre and Doctorate-level credentials in neuroscience and marketing from the University of California at Berkeley, MIT, Harvard, Oxford, Columbia University, and other leading institutions, combined with executive business management and consulting experience. The Nielsen Company is a strategic investor in NeuroFocus.


'/>"/>
SOURCE NeuroFocus Inc.
Copyright©2010 PR Newswire.
All rights reserved

Related medicine technology :

1. Neuroscientists Offer Hope for Breast Cancer Patients Suffering From Chemobrain
2. ImQuest Scientists Present Important HIV Microbicide Development Results at Microbicides 2008 in Delhi, India
3. Dr. Peter Nash, Ph.D. Joins Mach One Corporation as Chief Scientist
4. Infant Vaccines Produce Autism Symptoms in New Primate Study by University of Pittsburgh Scientists
5. Brain Stem Cells Can Be Awakened, Say Schepens Scientists
6. Tengion Scientists Publish Key Preclinical Findings Demonstrating the Benefits of Organ Regeneration Vs. Repair
7. Scientists Reveal Roadmap to Brain Health That Can Be Passed Down to Future Generations: Exercise, Omega-3, Folic Acid, Vitamin B6, and Vitamin B12
8. Battelle Scientists Named on Patent for Making Oxygen From Light and Water
9. Gene Found Activated in 70% of Prostate Cancer Cases, George Washington University Medical Center Scientists Report
10. 42 Top U.S. Scientists and Specialists Explore Cutting-Edge Innovations to Defend America From Dangerous Zoonotic Diseases
11. Scientists Unmask Genetic Markers Associated With Psoriasis
Post Your Comments:
*Name:
*Comment:
*Email:
(Date:2/27/2017)... , Feb 27, 2017 Period October – December ... Operating result amounted to SEK -16.4 (-6.4) million ... per share (-0.22) before and after dilution Cash flow from ... ... to SEK 0.4 (0.4) million Operating result amounted to SEK ...
(Date:2/24/2017)... , Feb. 24, 2017  Today, exocad America ... labs have a new path to produce 510(K) ... Biodenta implant library integrated into exocad DentalCAD software. ... FDA compliant Good Manufacturing Processes (GMP,s) into their ... Biodenta, and complete an audit process. Then, dental labs ...
(Date:2/24/2017)... Research and Markets has announced the addition of the "Global ... report to their offering. ... The Global Wireless Health Market is poised to ... to reach approximately $330.5 billion by 2025. This industry ... segments on global as well as regional levels presented in the ...
Breaking Medicine Technology:
(Date:2/26/2017)... ... February 26, 2017 , ... ... technology standard in staffing, scheduling, and reporting for healthcare organizations. This comprehensive ... throughout the entire staffing process. StaffBridge technology improves staffing efficiency, maximizes resource ...
(Date:2/26/2017)... ... February 26, 2017 , ... ... receiving cognitive rehabilitation, according to a study released today at the 1st Pan ... rehabilitation programs are proven to be effective in improving cognitive function in PD ...
(Date:2/25/2017)... Viejo, CA (PRWEB) , ... February 25, 2017 , ... ... with ProSharpen Color tools from Pixel Film Studios. With ProSharpen Color users have total ... sliders to easily refine their color range. With color spectrum tools users can visually ...
(Date:2/24/2017)... ... February 24, 2017 , ... Houston dentist , Dr. ... Antoine Dental Center. Currently, patients can get single dental implants for $3,599 and ... can learn more about these offers by contacting Antoine Dental Center. Both of ...
(Date:2/24/2017)... ... 2017 , ... WHAT: , The New Jersey Tech Council, ... as advocacy for the state and region‘s technology businesses, hosted their 2017 Innovation ... Innovation Forecast event highlights innovation throughout the region from small to large companies. ...
Breaking Medicine News(10 mins):