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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 v
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SOURCE NeuroFocus Inc.
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