Following on from my blog piece (If attention is the answer, what's the marketing question?), I delivered this lecture at the Museum of Brands.
Survey’s, eye tracking, neuroscience? A tool is only as good as the question you’re asking. So, with that in mind, when does attention matter in advertising?
Using neuroscience and psychology learnings gathered during 10+yrs of Nielsen IQ neuro ad tests, I will discuss how attention works, when attention is important, and when other metrics might be more useful.