Brains Don't Lie, Says Lucid

US-based Lucid Systems has unveiled Prism, a new research tool using techniques from neuroscience to gauge consumers' real response to advertising. The launch took place at the ARF Conference in New York City.

Lucid, formerly WaveSpot, combines neurometrics with traditional methods and is led by Chairman David Remer, an ad agency CEO and Creative Director. Remer says Prism is 'a completely new process that delivers, for the first time, consumers' unfiltered, genuine reactions' and will give creative professionals 'the ability to take more risks, test multiples executions, and do more fine turning'. A pilot program is underway.

Chief Science Officer and neuroscientist Dr. Fernando Miranda says Prism 'will set the research industry on its ear... By measuring physical and brain responses to marketing materials, it replaces biased focus group responses with unimpeachable scientific data. People can lie. Brains can't.'

The firm is on the web at www.lucidsystems.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.