Navigation Links
NeuroFocus and New Scientist Magazine Apply Neuromarketing to Select Cover Design

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:

About NeuroFocus

The world's leading neuromarketing firm, NeuroFocus ( 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:
(Date:11/26/2015)... DUBLIN , November 26, 2015 ... has announced the addition of the  ... in the Global Cell Surface Testing ... Opportunities" report to their offering.  ... the addition of the  "2016 Future ...
(Date:11/26/2015)... November 26, 2015 ... addition of the  "2016 Future Horizons ... Therapeutic Drug Monitoring (TDM) Market: Supplier ... Emerging Opportunities"  report to their offering.  ... announced the addition of the  "2016 ...
(Date:11/26/2015)... 26, 2015 ... "Radioimmunoassay Market by Type (Reagents & ... Academics, Clinical Diagnostic Labs), Application (Research, Clinical ... 2020" report to their offering. ... addition of the "Radioimmunoassay Market by ...
Breaking Medicine Technology:
(Date:11/27/2015)... ... November 27, 2015 , ... ... toilets were," said an inventor from Hillside, N.J. "Many people catch diseases simply ... so that individuals will always be protected from germs." , He developed the ...
(Date:11/27/2015)... ANGELES, CA (PRWEB) , ... November 27, 2015 , ... MPWH, the No.1 Herpes-only dating ... of 30 (see Table 1-1 ). More than 3.7 billion people under the ... virus type 1 (HSV-1), according to WHO's first global estimates of HSV-1 infection . ...
(Date:11/27/2015)... (PRWEB) , ... November 27, 2015 , ... ... failing. Secura Consultants has prided itself for not only fulfilling the needs of ... protection solutions at an affordable price and providing top-tier customer service. However, there's ...
(Date:11/27/2015)... ... 2015 , ... Dr. Thomas Dunlap and Dr. Patrick Coleman ... with Emergency Medicine at St., Joseph Health System’s Santa Rosa Memorial Hospital , ... in similar ways and require time-critical intervention to avoid large area heart damage and ...
(Date:11/26/2015)... ... November 26, 2015 , ... Inevitably when people think Thanksgiving, they ... to buy during the Black Friday and Cyber Monday massage chair sales ... the Internet high and low to find the best massage chair deals, they can ...
Breaking Medicine News(10 mins):