Eyetracking and EEG-Biofeedback: The emotional power of Pubblicità Progresso campaigns
During the CSR and Social Innovation Exhibition, held at the beginning of the month at Bocconi University in Milan, the Neuroscience Laboratory of the GTechnology Foundation set up a station dedicated to a demonstration of the methodologies and tools typical of neuroscience.
Pubblicità Progresso provided the TV commercials to be used as a stimulus for the test in which the visitors of the Exhibition participated (a total of 16 volunteers were tested).
The aim of the experiment was to understand how to communicate social and environmental messages by highlighting their strengths and weaknesses thanks to two tools: the Eyetracker, which detects eye movements, records them, analyzes them, and indicates which parts of the spot were looked at, and the EEG-Biofeedback, which detects variations in electrical potential on the participants’ heads, explaining “how” the subjects watched the spot, i.e. whether they were memorizing, if they were attentive, if they were easily or with effort processing the information transmitted. In the experiments conducted, it emerged that the visual attention of the public focused precisely on the communication objectives of the campaigns.
“Pubblicità Progresso communicates through its campaigns social and ethical values that vibrate deep chords,” declares Professor Francesco Gallucci, director of the Neuroscience Department of the GTechnology Foundation. “The aim of the research conducted by the Neuroscience Laboratory of the GTechnology Foundation is to capture the intensity of these vibrations and to confirm, in this way, the degree of emotional adherence to the proposed messages. Advertising in general could draw useful indications from this research to better understand what the new deep demands of solidarity of consumers are in the design of campaigns”.
According to Alberto Contri, president of Pubblicità Progresso, “The campaigns promoted by us are of high quality, as they are conceived and realized by professionals who are among the most experienced communicators in the country. In addition to bringing concrete and measurable results such as campaigns for computer literacy, prevention of accidents at work and organ donation, it is even more pleasing to find positive results also from technical-scientific tests.”
