Technology with attitude

An Insight into Mindlab’s Neuromarketing in Practice

0
Photo credit by Pocket-lint

The editors of pocket-lint.com were invited to take a visit at Mindlab company in Brighton to get an insight on neuromarketing in practice. Mindlab was founded in the early 90s by the “father of neuromarketing” Dr David Lewis-Hodgson under the name StressWatch but later in 2005 the name was changed to MindLab.

From Pocket-lint’s report we can learn among many other facts that people are 12 per cent more attentive when watching Blu-ray 3D compared to a conventional Blu-ray disc and 29 per cent more attentive when that same 3D experience is up against a plain old DVD. But Mindlab doesn’t work with movies only, they get orders from various sectors such as politics, and they recently published a study that was used to find out what kind of music people really liked.

On arrival at Mindlab HQ, we had the whole test process explained to us by Mindlab’s MD and director of operations, Duncan Smith, and his friendly team of data analysts and researchers. The technology used by Mindlab may look like something out of a science-fiction film, but it’s actually called EEG testing (or electroencephalography to give it its full title) which provides quantifiable data on brain activity that’s combined with EDA (electro-derman activity) readings taken from small electrodes on the hand which measure stress indicators such as sweat. The point behind all this is to understand responses to subconscious influences, in this case a selection of film clips.


Photo credit by Pocket-lint

We were rigged up to various pieces of monitoring equipment and fitted with a rather unflattering skull cap with electrodes pertruding, which was attached to the scalp using conductive gel (the type that’s used for ultrasound scans). A heart rate monitor was fitted to the pulse points on our arm and and stress indicators were attached to the middle and index fingers of the left hand. Rigged up like Ben Stiller in “Meet the Parents”, we were then put to work watching a series of film clips in a darkened room. There were 24 participants in all (12 male and 12 female), although only two of us were tested at a time. All the participants were aged between 18 and 54, with an average age of 34.

Read the full report here: 3D better than 2D, says your brain – Pocket-lint