{"id":861,"date":"2012-01-16T14:38:34","date_gmt":"2012-01-16T14:38:34","guid":{"rendered":"http:\/\/www.bridgecomms.co.uk\/2011\/?p=861"},"modified":"2013-03-02T21:43:27","modified_gmt":"2013-03-02T21:43:27","slug":"brain-boffins-measure-creativity","status":"publish","type":"post","link":"https:\/\/www.bridgecomms.co.uk\/2012\/brain-boffins-measure-creativity\/","title":{"rendered":"Brain Boffins Test Creativity"},"content":{"rendered":"<p><strong>Mega companies like\u00a0 Google, Microsoft and Citigroup are\u00a0\u00a0 using mind-reading technology to help create adverts that will be scientifically proven to be creative and\u00a0likeable&#8230;<\/strong><\/p>\n<p><!--more--><\/p>\n<p>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.\u00a0 The method uses brain caps with electrodes or magnetic scanners \u2013 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.<\/p>\n<p>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.\u00a0 10% of all prime time TV ads are already using the technology.<\/p>\n<p>All this seems very clever and useful in promoting good creativity \u2013 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\u2019s intuitive judgments when positioning an idea.\u00a0 Clearly, in today\u2019s highly competitive market we can no longer rely on our creative instincts alone \u2013 run it through the neural lab!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Mega companies like\u00a0 Google, Microsoft and Citigroup are\u00a0\u00a0 using mind-reading technology to help create adverts that will be scientifically proven to be creative and\u00a0likeable&#8230;<\/p>\n","protected":false},"author":3,"featured_media":1669,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"spay_email":"","footnotes":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false},"categories":[6],"tags":[29,30,31,32,33],"jetpack_featured_media_url":"https:\/\/www.bridgecomms.co.uk\/2012\/wp-content\/uploads\/2012\/01\/brain-boffins-test-creativity.gif","jetpack_publicize_connections":[],"jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p4LjWK-dT","_links":{"self":[{"href":"https:\/\/www.bridgecomms.co.uk\/2012\/wp-json\/wp\/v2\/posts\/861"}],"collection":[{"href":"https:\/\/www.bridgecomms.co.uk\/2012\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.bridgecomms.co.uk\/2012\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.bridgecomms.co.uk\/2012\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bridgecomms.co.uk\/2012\/wp-json\/wp\/v2\/comments?post=861"}],"version-history":[{"count":0,"href":"https:\/\/www.bridgecomms.co.uk\/2012\/wp-json\/wp\/v2\/posts\/861\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.bridgecomms.co.uk\/2012\/wp-json\/wp\/v2\/media\/1669"}],"wp:attachment":[{"href":"https:\/\/www.bridgecomms.co.uk\/2012\/wp-json\/wp\/v2\/media?parent=861"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bridgecomms.co.uk\/2012\/wp-json\/wp\/v2\/categories?post=861"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bridgecomms.co.uk\/2012\/wp-json\/wp\/v2\/tags?post=861"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}