This ad was featured as a cover extension on a recent edition of Advertising Age.
It is pretty funny to me, given the type of research I do. It is for a company that I assume does in depth interviews with members of target audiences for advertisers. It’s a jab at the trend of ad researchers toward the use of biometric (psychophysiology) to ‘really know what the consumer is thinking’ about the ad.
Psychophysiological measures are time-intensive. And they are invasive, sometimes leaving the participant uneasy (look at that guy’s face!). The payoff is that they can tell us interesting things that the participant sometimes can’t…or won’t.
But, of course, psychophysiological measures tell us one thing. Sometimes when we ask participants questions they tell us something different. And sometimes they tell us something that matches the physiological indications dead on.
But, it’s important to remember to use both types of measures.
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