Jane Leighton

This article is a conference note on ‘using neuroscience tools to develop creative that sells’ from the MRS Summit 2017, held in May in London. In the changing media landscape, great creative has become even more critical. Use of neuroscience tools can help marketers better identify what works in ads. Facial coding, survey, biometrics and EEG all deliver predictive validity but combining the tools can help explain up to 84% of in-market sales outcomes (when adding self-report). The Puppy Monkey Baby Super Bowl ad for Mountain Dew Quickstart was highly successful despite an apparent mixed response, as the neuroscience tools demonstrated high emotional engagement with the ad.

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