For years, Campbell's researchers asked consumers whether they remembered an ad and whether it made them more likely to buy a product. But a 2005 Campbell analysis revealed that, overall, ads deemed more effective in surveys had little relation to changes in Campbell sales.
For the past two years, researchers studied microscopic changes in skin moisture, heart rate and other biometrics to see how consumers react to everything from pictures of bowls of soup to logo design. They combined these biometric tools with a different type of deep interview to more accurately gauge which consumer communications worked better.
(via Boing Boing)
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