There is extensive commentary on the Super Bowl 2018 ads, but few take an internal view of the consumer psyche when it comes to responding nonconsciously. Ipsos conducted a live audience Super Bowl Party/Study where a theatre full of football fans were equipped with biometric technology to capture their emotional reactions in real time.
The result is that we see a different pattern than in many of the surveys that report on conscious response to survey questions or with dials. This is because the GSR measure is in real time and quicker than self-perceptions.
Download more insights gleaned from this study here, together with how the top five ads performed from a neuro perspective.
Or, watch this video to hear Elissa discuss the benefits of biometric research.