Adage has an interesting 3-minute video talking about reading brain wave activity during TV spots. They don't really know what it means yet, but are starting to measure efficacy and engagement with messaging.
Wouldn't it be cool if when we do store walks with shoppers, we were able to give them a cap that would record what they were thinking, paired with RFID tags to overlay their location and proximity to products, in conjunction with a recording of them thinking out loud through the store? That would be really amazing to have an interactive floor plan with lots of shoppers data where we could tag and overlay key points of engagement.
So is neuroeconomics the future of eye-tracking? If we understand design, have empathy for the user and employ shopper-centric techniques, do we even need such expensive technology?
How many brain waves does it take to get to the center of shopper intent?
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