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Innerscope launches kiosk-friendly consumer neuroscience research platform

Boston-based consumer research provider Innerscope Research Inc. rolled out its Video Ad Sensus Suite, a "standardized consumer neuroscience solution" designed to maximize video advertising across multiple platforms.

September 24, 2014

Boston-based consumer research provider Innerscope Research Inc. rolled out its Video Ad Sensus Suite, a "standardized consumer neuroscience solution" designed to maximize video advertising across multiple platforms.

Video Ad Sensus is intended to reduce production costs and boost the effectiveness of a brand's impact.

"The media environment is rapidly changing and our clients want to know how to maximize their creative on every screen, not just TV," Innerscope founder and Chief Science Officer Dr. Carl Marci said in an announcement. "The integrated consumer neuroscience tools on our kiosk platform are perfect for providing uniquely comprehensive insights at an affordable price."

Video Ad Sensus uses the company's integrated neuroscience kiosk platform to collect biometric, facial coding, eye tracking and self-report data and offers four solutions:

• Creative Elements. Using core biometrics and self-report, implemented at any stage of development, brands can identify creative elements and messages that drive response, relevance and engagement, and those that need improvement.
• Video Ad Screener. Using core biometrics and self-report, and implemented at early or late stages, brands can compare ads to identify those that will generate top in-line market performance. Compared with Innerscope's database of more than 2,000 ads, this can include testing animatics and finished creative, as well as identifying previous advertising that can still deliver results.
• Video Ad Diagnostics. Using core biometrics, facial coding, eye tracking and self-reporting, this deep-dive into video creative can predict in-market success by identifying the precise elements that generate the strongest and weakest nonconscious and conscious emotional connections. These detailed insights can help creatives make important strategic decisions, like how to cut a 0:30s to a 0:15s while retaining brand impact and messaging. 
• Best practices. Using core biometrics, facial coding, eye tracking and self-reporting, and this solution establishes a set of best practices to guide future creative. Gleaned from past performance of multiple ad spots compared to the competition, the best-practices checklist is a valuable tool to inform future creative briefs.