What we know about new ad testing methods

This article summarises key insights from a series of papers on new ad testing methods which are driven by advances in technology and neuroscience and must focus on consumers' rational and emotional drivers.

Technological advancements and use of techniques such as neuroscience are making innovative, new ad testing methods possible. A fast emerging new 'neuro' testing method addressing the latter is Implicit Response Testing (IRT). Facial coding is an eff

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