Superbowl neuromarketing analysis with biosensors

Shimmer Research, a leading provider of medical grade wearable wireless sensors, announced today its NeuroLynQ platform was used in a first of its kind study by Ipsos to measure the non-conscious response to all commercials during the 2018 Super Bowl in real time.

Ipsos, a global market research firm, invited 45 football fans from both teams to watch the game in a theatre in New York City on Sunday, February 4, 2018. Each participant wore the NeuroLynQ sensor for the full duration of the game – over four hours.

The sensors measured the galvanic skin response (GSR) of participants then wirelessly transmitted the data to a server which processed the data to generate a quick, read on the whole audience’s responses.

Ipsos used NeuroLynQ to measure the nonconscious response of the audience to every commercial throughout the game and rank the different ads according to their proprietary Super Score. Real-time analysis was available from the sensors, allowing Ipsos to tweet about results during the game and generate a full ranking of all the ads within hours of the end of the game.

Neuromarketing has long been too costly and slow to become widely used,”

“The NeuroLynQ platform is helping researchers breakthrough this barrier with cost-effective, quick analysis, that can be easily layered into more traditional research.”

Geoffrey Gill, President of Shimmer Americas.

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