NEUROSCIENCE AT WORK

One of the outcomes of becoming emotionally excited is that your skin sweats a little bit more and becomes a better conductor of electrical signals from within the body. In the case of Trustpower, Neurospot invited different customer segments into a focus-group setting at the concept-testing stage, where they played three different animatic concepts. Sensors measured the physical changes of excitement evident from their skin response – an indicator of greater or lesser emotional response.

At the offline edit stage, Neurospot looked to go deeper, to better tell the Trustpower story and improve brand attribution. At this stage, they used an eyetracking camera while people were watching the ad to measure their neurological response and what was capturing their attention. This meant Neurospot could identify scenes that were emotionally underperforming and see where they could be tightened up, and where they needed to focus people’s attention more tightly on branding.