Seven partners with Audience Research group Neuro-Insight

Channel Seven will partner with Melbourne-based market research group Neuro-Insight to research audience engagement.

The technology developed by Professor Richard Silberstein and team at Swinburne University of Technology, uses brain-imaging research technology to measure how the brain responds to communications and content.

“This is an exciting deal for Seven with a company that is doing great things globally, in the US, UK and Germany,” says Director Network Sales Adam Elliott.

“This deal will help us to provide deeper insights into our programs, which will in turn help our clients maximize their investment.”

Neuro-Insight’s Director of Sales and Marketing Peter Pynta added, “Many of the functions of our brain take place at a sub-conscious level, particularly how we engage with media content and how we respond to advertising. These can be very powerful in shaping how we feel about products and brands, however, these responses cannot be picked up through conventional research.”

The four main areas of brain activity measured are attention, emotional response, memory encoding and engagement.

Seven West Media has exclusive access to Neuro-Insight although its official website notes Nine, TEN, SBS and FremantleMedia as previous clients.