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Bark Takes 10% Stake in Neuromarketing Firm
US advertising and marketing company Bark Group is to acquire a 10% stake in UK-based Mindmetic, a firm that develops neuromarketing research tools.
Headquartered in London, Mindmetic develops hardware and software that can interpret and decode peoples' emotional responses when they are presented with different marketing messages. Among other measurements such as tracing eye movements and monitoring body temperature, it uses electroencephalography (EEG) to measure activity in the cortical region of the brain, to learn why consumers make the decisions they do, and determine what part of the brain is telling them to do so.
Both firms have additional offices in Copenhagen, and Bark has previously participated in the development of Mindmetic's products.
'Mindmetic's cutting-edge technology enables us to better understand consumer behaviour and enhance the effectiveness of our marketing campaigns across all media,' stated Bark's CEO Anders Hageskov. 'We are excited about the potential of working still more closely together to understand consumer reaction and provide our clients with a strategic edge in their advertising campaigns.'
Web sites: www.barkgroup.com and www.mindmetic.com .
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