Our connection to content: Using neuroscience tools, Innerscope Research explores the connections between consumers and media
It’s often said that humans are wired to connect: The neural wiring that helps us read the emotions and actions of other people may be a foundation for human empathy.
But for the past eight years, MIT Media Lab spinout Innerscope Research has been using neuroscience technologies that gauge subconscious emotions by monitoring brain and body activity to show just how powerfully we also connect to media and marketing communications.
“We are wired to connect, but that connection system is not very discriminating. So while we connect with each other in powerful ways, we also connect with characters on screens and in books, and, we found, we also connect with brands, products, and services,” says Innerscope’s chief science officer, Carl Marci, a social neuroscientist and former Media Lab researcher.
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