June 17, 2019—There are numerous steadfast rules for media and marketing, long held by the industry as a matter of common sense. Mindshare’s NeuroLab is here to bust them. By challenging long-held marketer assumptions around ad creative, storytelling, and more, the NeuroLab team will create new opportunities for brands to connect with consumers and elevate their work.
Launched in the New York office of Mindshare U.S., the global media agency network of WPP, the NeuroLab uses medical-grade EEG (electroencephalogram) and GSR (galvanic skin response) technology to measure second-by-second, non-conscious neurological responses to brand stories and media. The NeuroLab supplements the data from these neurological responses with pre-and-post Implicit Association Tasks (implicit bias testing), as well as quantitative survey responses.
“Challenging the status quo is in our DNA and long-held institutional knowledge is now on the chopping block,” said Adam Gerhart, CEO, Mindshare U.S. “We invested in the NeuroLab and this myth busting program because it’s not just about staying on top of changes in media and technology, but actively pressure testing ideologies for our clients and the industry. And there was no better place to start than with a medium that has experienced such a renaissance: audio.”