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Predict and optimize the success of movies, TV and music
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Equipped with Eye Tracking and EEG
"By means of the Eye-tracking and EEG scanner, we get a unique insight into the behavior of our visitor. Unravel's research yielded various optimizations that make it even easier for our visitors to buy tickets online."
The brain processes a trailer, TV program or music very fast and this happens largely unconsciously. Many of our reactions never reach our consciousness, at the same time, they do influence our behavior. Neuromarketing research measures these (unconscious) reactions by taking a look at the place where all that content is processed: the brain.
In a Neuro focus group, respondents only have to take a seat in Unravel's living room lab and consume the film, series or music. Just like they do at home. They don't have to answer conscious questions; their brain activity tells us everything we need to know.
The application of neuromarketing research within the entertainment industry is becoming increasingly popular. That is not surprising when you consider the predictive value of brain data for the success of a production. For example, previous research has shown that classical questioning does give an idea of individual preferences and behaviour, but it is not predictive for the entire population. EEG data, on the other hand, appears to be predictive for the entire public (Boksem, 2014). We also saw this effect in our own music study, where we were able to predict 62% of the number of streams on Spotify using brain data.
With neuromarketing research, you can test individual songs, pilots or trailers, but you can also compare multiple productions. That way you can, for example, find outwhich song in an album has the most hit potential; this gives a good indication of which song can best be released as a single. The prediction of viewing figures for films and series helps you allocate your marketing budget as best as possible. It also helps you identify the most impactful version of a trailer for increasing the success of a movie.
What exactly makes your production successful? The neuro data shows to the millisecond which elements attract the viewer's attention. This way, neuromarketing is used to obtain concrete points for improvement that will optimize your production.
In the first week, the scope of the project is determined in consultation with the customer. The fieldwork then takes place over three days. During these days, 30 respondents will be tested. You can have the neuromarketing entertainment test performed stand-alone (with a specific target group and multiple expressions) or examine different expressions or productions side by side.
The challenge is to aggregate data at a group level from individual brain data. To this end, the raw brain data is first decontaminated and then converted into individually normalized metrics on attention, effort and desire. The result of this complex analysis is surprisingly simple: a clear graph in which you see the performance on the most important Neuro KPIs per moment in production.
Below you will find example output of a neuromarketing entertainment study.