Future Marketers Could Bypass the Mind, Tap Brainwaves

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Predictably, it’s come to this and its very shameful: A new study out of Europe suggests that future marketers may bypass traditional research techniques entirely — and just read your mind instead.
As reported in the Journal of Marketing Research, a team out of Erasmus University in the Netherlands is using EEG monitors to solve an old showbiz dilemma — how to predict a hit movie.
Well, sort of. The research team showed test participants a series of 18 movie trailers, screened in random order. Participants were also hooked up to an EEG machine, which recorded brain activity. After watching each trailer, the subjects were asked to rate the preview and indicate how much they would pay for a DVD of each film.
Finally, after having watched all 18 trailers, the subjects were presented with DVDs of all the films and told to choose three that they could take home. The study found that EEG readings could be used to predict which films the subject would choose with much greater accuracy than the conscious assessments provided by the test subjects.
“This study has shown that compared to traditional surveys, EEG machines capture more accurate and complete information regarding what the consumer will actually do,” the authors conclude in the accompanying press materials. “EEG tests are relatively cheap, and even a modest increase in ability to predict consumer choice is likely to be of immeasurable value to marketers.”
If all goes well, the technology could eventually eliminate the pesky tradition of conscious decision-making in the marketplace. Science marches on!

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