More and more advertisers are trying to tap into the unconscious to divine the invisible forces that drive those spending decisions. Traditionally, ad firms have measured the success of their campaigns through consumer surveys, but that technique has its limits. The data is used to produce a “heat map” with yellow, orange or red “hotspots” that show where the person’s eye fixated. Other tests that are becoming more popular seek to shed light on unconscious associations with products or shopping needs. Isobar had more than 1,000 seniors review a series of rapidly presented images and words about exercise.

Source: The Express Tribune December 24, 2017 08:37 UTC