Consumer Neuroscience of Music: Applied Research at Nielsen
Abstract:
Nielsen Consumer Neuroscience uses measures of neurophysiology to develop insights into consumer experience and behavior. This presentation will provide an overview of those measures, test-retest reliability, validation to in-market sales, and how Nielsen scales neuroscience globally for work with multinational companies. Research at Nielsen provides further evidence that music, in particular, significantly affects advertising performance by influencing emotional engagement and memory activation, and by triggering semantic associations. Case study examples will demonstrate these effects and how consumer neuroscience methods are applied in practice.
Bio:
Bradley Vines is Director of Neuroscience Europe for Nielsen Consumer Neuroscience. He leads science engagement with clients throughout Europe and supports research globally. He has a PhD in Experimental Psychology from McGill University, an MBA from the University of Oxford, and postdoctoral research experience at Harvard Medical School and the University of California.