neuroscience and media research
by Davide Rigoni
Founder of ICense and Professor of Neuromarketing at Hult International Business School
In a study conducted by the Medialaan's Muzieklaboratorium in collaboration with market research agency Profacts, the implicit neurophysiological responses to the top 10 songs of the radio broadcast Joe FM were measured on a number of VIPs from the Flemish media industry.
The goal of the research was to identify the "goosebumps" factor and predict the ranking of the songs and their entry into the Top 10.
Four different parameters were measured while people were listening to different songs, all based on implicit and neurophysiological activity. A compound "neuro-score" was then obtained.
This score would therefore be used to build a "neuro-ranking" of people's preference for the different songs, which would then be compared to the actual ranking based on consumer's behavior (e.g. the most listened or requested songs by the listeners of Joe FM).
While the study was conducted on a too small sample to obtain valuable statistical insights about the accuracy of the method, it shows how neuroscience methods can be used in media research.
Indeed, this study is a proof of concept that can inspire neuromarketeers about how it is possible to use the neuromarketing toolbox to extrapolate information about consumers' implicit preferences.
In the short video below (in Dutch), people who were tested and interviewed share their experience on the note of Queen's song Bohemian Rapsody.