Innerscope Research Receives Advertising Research Foundation Great Mind Award for Best Paper
“Leveraging Synergy and Emotion in a Multi-Platform World. A Neuroscience Informed Model of Engagement” Recognized as Journal of Advertising Research’s Best Paper for 2013
BOSTON, April 7, 2025 – Innerscope Research, Inc., the leader in integrated consumer neuroscience, has received a Great Mind Award from the Advertising Research Foundation for its paper, “Leveraging Synergy and Emotion in a Multi-Platform World: A Neuroscience Informed Model of Engagement.”
The paper, which was recognized by the Journal of Advertising Research as the best from 2013, documented a new, neuroscience-informed model of immersive-versus-flexible audience engagement to demonstrate how brands can maximize engagement across multiple screens.
“We’re very honored to have our paper selected as best JAR paper of the year,” said Dr. Carl Marci, Innerscope Research Chairman & Chief Science Officer. “Integrated neuroscience provides marketers with the opportunity to have a full understanding of what drives consumer behavior. ARF’s award further validates our work in this emerging and exciting space.”
The Great Mind Award acknowledges work that has made the most significant contribution to advertising theory, with the greatest potential impact on advertising practices. This is the 11th Great Mind Award that Innerscope Research has received.
Authors on the paper included Audrey Steele, VP Sales Research & Marketing at FOX Broadcasting Company; Carl Marci, Innerscope Co-Founder and Chief Science Officer, Brian Levine, Innerscope Co-Founder and President; Devra Jacobs, Innerscope VP, Strategic Insights and Director of Media Research; Randall Rule, Innerscope Senior Scientist and Director of Research; and Caleb Siefert, Assistant Professor of Psychology at University of Michigan-Dearborn.
Conducted with FOX Broadcasting Company, the integrated consumer neuroscience study offered evidence for a media model based on the type and degree of brand immersion, one that can help advertisers develop more effective strategies that embrace the changing media landscape.
It showed how different, rapidly growing audiences approach, experience, and engage with content on television and online. Results showed that emotional engagement with unfamiliar brands was higher when first seen on television than online. Increased engagement translated into a nearly threefold advantage in post-exposure brand resonance, a biometric measure of brand equity. The results also inform synergistic media planning to maintain brand equity with television while enhancing brand engagement within related online content.
Innerscope integrated conscious and non-conscious measures – including biometrics and eye tracking – to deliver this comprehensive understanding of the whole consumer, which is critical for marketers seeking to maximize in-market performance in an evolving media landscape.
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About Innerscope
Founded in 2006, Innerscope Research, Inc. is the leading integrated consumer neuroscience company dedicated to improving the way marketers understand consumer decision making. By measuring emotional engagement, Innerscope helps Fortune 500 clients optimize their brands, products and communications for superior in-market performance. With its breakthrough and validated methodology, including the latest advances in biometrics, neurometrics, psychometrics and self-reporting, Innerscope measures and analyzes moment-by-moment non-conscious responses, the primary drivers of behavior and choice. Founded by Harvard and MIT scientists, Innerscope has been recognized with ARF Innovation and Rising Star Awards, ESOMAR Best Presentation Award, and as a 2013 EXPLOR award finalist at IIR’s TMRE. For more information, visit www.innerscope.com.
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