OMD is establishing a research partnership with CBS Vision and its Television City research facility in Las Vegas. Communications Lab @ OMD already has signed up Pepsi, McDonald's and Hershey's.
The facility will serve as a sort of Petri dish for OMD's clients to test the effectiveness of multiplatform marketing campaigns, including figuring out the best levels of multimedia
exposure. The clients will also be able to conduct consumer eye-tracking to establish the right size and placement for digital, mobile and video-game ads and scan consumers' brains to explore
their physical response to advertising.
Located in the MGM Grand Hotel, the Las Vegas facility was established in April 2001. It has 16,000 consumers pass through it every day. It uses
traditional qualitative and quantitative methods, such as focus groups and surveys, along with advanced biometric techniques, using NeuroFocus technology.
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