A study published in the September 2015 edition of the journal Social Cognitive and Affective Neuroscience found that researchers were able to predict accurately the largescale outcomes of an anti-smoking campaign by measuring brain responses using an FMRI machine. Compared to traditional methods, the brain data more than doubled the researchers’ ability to predict responses to the anti-smoking campaign—a hugely significant and largely unprecedented result for such a study.
More boutique neuromarketing firms have also emerged in recent years. New York-based firm Neuro-insight has partnered with Adnews to study how the brain responds to nominated ads using a technique called steady-state topography, and Nielsen bought the Boston-based neuroscience firm Innerscope Research in May
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Thync by Isy Goldwasser and Jamie Tyler