Harvey Norman, Cheer and Channel Seven amongst most effective ads according to neuroscience
Neuro-Insight has revealed the 10 most effective ads in Australia’s broadcast media, according to neuroscience.
The neuroanalytics company captures brain activity generated during creative slots across the entire broadcast media spectrum, with the data continually used to update the Neuro-Insight global database.
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Does a consumer’s brain work the same way when they willingly apply to be a research participant, come into a research company to have their brain monitored and their eye movement tracked in a clinical way, are forced to watch a copious amount of ads one after another and the whole time they are aware they are being paid and therefore need to be super analytical.
Vs.
Sitting at home, chilling out on the couch eating a burrito with their pants off, relaxing while they are consuming advertising and not being monitored (hence the no pants)?
Is this kind of research, or really any kind of research around the creative output of advertising be considered a valid barometer of effectiveness or creative excellence when the environment and method in which it is conducted is so foreign?