Tracking Neurons To See If Ads Work

When I was at the American Advertising Federation annual meeting a couple of weeks ago I was given a demonstration by a Berkeley company called neurofocus of a device that seems to "read" the brainwaves of a subject who is watching ads. A graph told us which parts of the ad were watched with most interest and/or emotional impact.

Today National Public Radio's Morning Edition broadcast a feature story on the device and the people behind it.

Here's their website, too.

At the meeting in Atlanta, I asked the Director of Events and Digital Marketing (according to her card) if I could bring some students on a field trip to see this thing work. She said OK.

Would you like to go?