Amarach Research and Futre Proof Insight shows off PRIZM+ findings [Video]

Amárach Research and Future Proof Insights have presented findings from their PRIZM+ neuroscience and behavioural research solution on the effectiveness of public service advertising campaigns.

The research group and the neuromarketing agency announced the findings of PRIZM+’s GovSearch project at an event at the DMG Media Hub on Haddington Road in Dublin on Thursday (17 October) afternoon.

PRIZM+ was developed by the companies and launched in July.

The solution uses EEG brain imaging and eye-tracking and the COM-B model from behavioural psychology to quantify consumer activity on a moment-to-moment basis to better understand the subconscious impact of adverts.

Amárach then projects the behavioural consequences of the same adverts by surveying a representative sample of the population.

The analysis was based on more than 20 public services campaigns from the past 12 months, including the Department of Justice’s ‘Let’s Have the Consent Conversation’ and ‘Always Here 1’ campaigns, An Coimisiún Toghcháin’s ‘Chipper’, and the Department of …