Brainsights knows where ads work best by squeezing your mind grapes


Toronto-based Brainsights is in the business of brain data. The company uses brain-sensing headbands to measure neurological activity to better understand consumer sentiments and behaviour, i.e., how ads affect your brain.

On last night’s episode of The Disruptors, Brainsights co-founder Kevin Keane spoke with Amber Kanwar about exactly what the company is learning from squeezing consumers’ mind grapes.

“What it’s doing is taking a reading every 2 milliseconds to measure what’s happening in your brain,” said Keane. “That is being piped to our brainbase, which is being analyzed to more or less tell you exactly where you paid attention in the ads, what connected with you, and what you’re going to encode to memory.

“Now we’re learning that persuasion, and decision making in general, actually happens at the non-conscious level.”

When BetaKit last checked in with Brainsights, the company was running sessions at Dx3 to see which TV commercials were more impactful. Now, Keane says Brainsights is working with a “big media and technology company” to understand how persuasive the same content is via different screens (mobile, tv, desktop).

Keane says Brainsights knows the answer, but if you want to find out, you’ll have to watch this clip from The Disruptors.

Douglas Soltys

Douglas Soltys

Douglas Soltys is the Editor-in-Chief of BetaKit and founder of BetaKit Incorporated. He has worked for a few failed companies and written about many more. He spends too much time on the Internet.

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