Remember how everyone was debating the meaning of engagement a few years ago, and then kind of just dropped it? Dr. Carl Marci actually has a quantitative, empirical definition of engagement.
Conscious brain operations take up only 5%-25% of total brain activity, says Dr. Marci. Innerscope uses biometric approaches (skin response, etc.) to try to understand consumer responses to
advertising by plumbing the depths of those other 75%-95% -- ultimately producing a measure of engagement based on physiological and emotional responses.
