Millward Brown is to offer Australian clients the neuroscience research services it launched in the UK in March, extending the offering of its existing advertising and brand research unit.
First unveiled in the UK in March, the practice uses three primary techniques: implicit association measurement - to understand the associations and emotional response generated by brands and ads; eye tracking - to measure the focus of visual attention within campaigns; and brainwave measurement (in partnership with US-based EmSense) - to track moment-by-moment response to brand communications and experiences.
'Over the past six years, Millward Brown has worked with leading academics to review neuroscience techniques and understand what works and what doesn't,' explains Graham Page, EVP of the firm's Neuroscience Practice. 'Today, neuroscience complements our more established research tools and we use robust techniques with a proven track record where they can deliver additional insights to clients.'
The firm has already used these techniques to conduct a neuroscience study on Australia's recent Federal election campaign, to understand voters' preferred candidate for Prime Minister in the lead-up to polling day.
Web site: www.millwardbrown.com .
All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.