fMRI (Functional magnetic resonance imaging)

What we do > Research > fMRI (Functional magnetic resonance imaging)

 

"This way of thinking give us the potential to create an unfair advantage through our marketing."

- Murat Yalman, Vice President Marketing.

Ford Motor Company, Detroit

 

Testing advertising using brain scanning

Pioneering fMRI research has the power to verify not only how we behave, but also how our brain behaves. fMRI allows us to delve into the brain to know the sales effects of ads. For example, our recent in-house study of TV advertising effectiveness showed certain types of advertising to correlate with later sales results at .95 - an extremely significant result. 


Knowing how the brain responds to your ad is key to understanding the power of advertising. In our view, finding out how the brain responds to an ad, rather than what the mind "thinks" of it, will be the best way to test ads in the future.

 

What is fMRI?

The change in blood flow, related to brain activity, is measured while consumers are in a brain scanner. 

 

What can it tell you?

  1. How much attention is being paid
  2. How much emotional response is elicited
  3. How much memory encoding takes place
  4. Whether reward networks are activated

How can you use this information?

  1. Find out how much emotion your communication elicits
  2. Understand how much memory encoding takes place during your communication.
  3. Discover how much attention your communication receives.
  4. Learn which elements within your communications cause responses in memory, attention, emotion and reward networks. 
This can be done with all types of communication: TV, print, radio, digital advertising, in-store displays, speeches.