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NEUROSCIENCE - REMARKS ON CONFERENCE ORGANISED BY CONFESS RESEARCH

21/10/2010

Neuroscience findings applied in marketing are starting a brand new chapter of communication with customers. The advertising business has been enriched by powerful tool and more reliable feedback.

Such comments characterize conference NEUROSCIENCE, organized by CONFESS Research in October 2010. The central theme was ‘application of neuroscience in marketing communication.’ As the key note speaker the audience welcomed Rafal Ohme, founder and CEO of LABoratory & Co. Rafal is a world-wide respected expert for testing of advertisement via EEG (electroencep­halography) and other neuroscientific methods.
More than sixty participants – mostly representatives of advertising contracting authorities were introduced to several case studies about marketing communication optimization based on subconscious reactions of viewers. Examples from Danone, GE Money Bank or Nestlé showed how to interpret and utilize the findings of subconscious reactions, and to identify scenes with high emotional engagement and the action drive.
Worldwide premiere (i.e. not only for the Czech Republic) was presentation of BIOnavigator™  – unique interconnection of neuroscience and eye-camera. BIOnavigator™ utilizes the information on visual perception of advertisement obtained by eye-camera and subconscious reactions of brain identified via EEG. Thanks to that information it is possible to analyze impact of each single visual element on the viewer’s perception which was not possible until now.
CONFESS Research is a partner of LABoratory & Co and exclusive provider of Neurotrace™, and BIOnavigator for the Czech Republic.

MindBridge Consulting a.s.
Geologická 2
152 00 Praha 5
W: www.mindbridge.cz
E: info@mindbridge.cz
T: +420 604 840 604

CONFESS Research, s.r.o.
Vítkova 32
180 00 Praha 8
W: www.confess.cz
E: confess@confess.cz
T: +420 222 734 492