Mindshare’s New In-House Lab Uses Brain Activity to Evaluate Ad Effectiveness

The New York office of Mindshare US has recently instituted an internal lab that uses neurological data to measure consumer responses to advertising. Called NeuroLab, the unit uses brain activity detected from electroencephalograms (EEGS) and galvanic skin response technology (which measures changes in sweat gland activity) to get a deeper sense of how advertising resonates…
Source: Ad Week – AD & Brand News