Time Warner and Nielsen Will Study How Virtual Reality Affects the Subconscious
Time Warner and Nielsen are partnering up to study how video content affects the actual hearts and minds of those viewing short-form video and virtual reality.
The three-year partnership between Time Warner and Nielsen will allow the companies to study how video content—both programming and advertising—registers with viewers at a subconscious level. By measuring eye-tracking, facial movement, heart rate and brain activity, Time Warner hopes to tap the technologies and research capabilities of Nielsen Consumer Neuroscience to better understand how consumers think and feel at a deeper level.
Using an EEG (electroencephalogram), researchers can capture brain activity related to arousal and intensity, allowing them to capture whether a video's approach is working or if someone is attracted to a voice. Research on VR and other video between 15 and 90 seconds will focus on three types of brain processing: shifts in attention, memory activation and emotional motivation.
Much of the research will be based at the Time Warner Medialab, said Kristen O'Hara, Time Warner's CMO for global media. She said the lab is in the middle of building a VR facility, which should be ready by the third quarter of 2016.
While neuroscience studies related to marketing have been around for a decade, brands and media companies increasingly are turning to neuroscience research to better understand how consumers perceive advertising.
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