Mind Over Matter

Advertising creative has been tested to death. Many critics, pundits and agency pros cite testing as the cause of advertising's current low state of affairs. Perhaps, it is the testing. Perhaps the tests are themselves outmoded and unreliable. Maybe what we really need are just better tests.

Can neuroscience and biometric research really help advertisers craft better ads? While marketers have debated that question for years, the costly and cumbersome nature of the research (e.g., MRI machines, electrodes attached to scalps) means they've relied instead on second-hand information such as surveys to help decide what does and doesn't work.
Mind Over Matter

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