EEG Research Pioneers to Offer Copy Test Solution

Texas-based neuromarketing MR specialist Sands Research has developed a system for measuring and scoring objective brain responses from subjects during the storyboard stage of advertising development.

Sands developed and patented its proprietary Neuro-Engagement Factor (NEF) rating system after comparing respondent reactions to hundreds of television ads with a database of previous commercials. The firm performed an advanced EEG study for a national automotive brand where sample viewers were presented with both the creative storyboard and final television commercial product. Commercials were then rated and ranked using NEF, to give advertising creatives an insight into which segments of the commercial worked best and warranted further development.

Sands Research was established early in 2008 after several years of research into the brain's response to advertising. It is the second collaboration between Dr. Stephen F. Sands, the firm's Chairman and Chief Science Officer, and company CEO Ron Wright - the two also founded EEG research software and equipment innovator Neuroscan Inc. in the early 1990s.

The new company has also introduced ambulatory neuromarketing studies incorporating EEG synced with eye tracking for real world objective measurement in retail and hospitality settings.

CEO Ron Wright comments: 'During this time of tight budgets and shifting market shares, it is important for brand managers to have that slight edge on what is engaging to his or her potential customer and how best to implement that unique information. We see neuromarketing as an important adjunct to the established practices of copy testing.'

Sands Research Inc. is headquartered in El Paso, Texas with offices on the East and West Coast and is online at www.sandsresearch.com .

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

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