I’d never heard of this before: “Disney’s lab studies people“.
Key quote:
A typical study might have two similar groups of viewers witnessing almost identical content under identical conditions. That way any differences in their reactions can be attributed to the difference in content alone.
The lab gathers biometric data on the viewers: eye-gaze tracking, heart rate, skin conductivity. That information gives insight into their reactions that surveys couldn’t capture. For the future, the lab is looking at brainwave measurements as another tool.
The concept for the Disney lab was born at a Disney ad sales forum. The Mouse and its advertisers found it was becoming very difficult to know which ads were working.
Weird.
