Mega companies like  Google, Microsoft and Citigroup are   using mind-reading technology to help create adverts that will be scientifically proven to be creative and likeable…

New neuromarketing scientists are now able to bypass any conscious effort to hide our emotions and delve directly into the brain to measure our real feelings.  The method uses brain caps with electrodes or magnetic scanners – a technology developed for detecting brain cancer. By analysing brain impulses scientists are able to assess attention, emotion and memory whilst a subject is watching an ad. It is then possible to grade the ads on a 10 point scale.

The testing has been in mainstream use since 2009, and used in TV, film, advertising and social media, and is growing at over 100%. Clients clearly think the idea works judging by the reported changes to campaigns, logo and theme tunes, and new products developed with its help.  10% of all prime time TV ads are already using the technology.

All this seems very clever and useful in promoting good creativity – but at the same time it feels just a tad scary and manipulative. Part of the enjoyment of creativity has always been to use one’s intuitive judgments when positioning an idea.  Clearly, in today’s highly competitive market we can no longer rely on our creative instincts alone – run it through the neural lab!