A Neuromarketer's Presentation Advice

A young man sits in a comfortable chair, watching TV ads and flipping through stacks of marketing materials. Sensors and wires attached to his scalp measure electrical signals that represent subconscious brain activity. This scenario plays out daily at Berkeley (Calif.)-based NeuroFocus, one of the world's leading companies in the burgeoning field of neuromarketing. One 30-second commercial can generate 5 billion data points that NeuroFocus researchers will analyze to determine its overall effectiveness. The company sells its findings to clients such as Microsoft (MSFT), Google (GOOG), and Citigroup (C). I recently spent time with A.K. Pradeep, founder and chief executive officer of NeuroFocus, to learn how his findings apply to presenting visual information.

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