RJI has partnered with HCD Research to conduct studies that will enable advertisers and publishers to design digital advertising campaigns and news media websites that are more effective at communicating their messages to their target audiences.
“Our goal is to assist clients in creating more ‘brain friendly’ ads and websites using a comprehensive communication science approach,” said Paul Bolls, Ph.D., a 2011-2012 Reynolds Fellow and associate professor of strategic communication and co-director of the PRIME Lab in the Missouri School of Journalism. Bolls co-authored the book "Psychophysiological Measurement and Meaning: Cognitive and Emotional Processing of Media" released last August.
Bolls is conducting a scientific research study on the psychology of media audiences. The study, designed to generate a deeper understanding of psychological motives that drive media use and preferences, will help news organizations and advertisers optimize content and delivery platforms for their target audiences. The research study uses a communication sciences approach, which encompasses biometric measures and eye-tracking technology to provide deeper insights into consumer preferences.
"Our approach to conducting communication research is grounded in a holistic and more science-based methodology that is currently lacking in many neuromarketing models, explained Bolls. “We will combine our scientific knowledge of how the brain processes media with our expertise in applying multiple measures to obtain biometric, survey and behavioral data to solve complex communication challenges for clients.”
The partnership represents an ideal academic and industry collaboration that will significantly advance basic knowledge of media effects and provide clients deeper insights into effective communication tactics," stated Bolls. He is a leading expert in applying biometric measures to obtain data on how the brain processes media content.
According to Glenn Kessler, president and CEO of HCD Research, the biometric measures are a natural extension of the company’s eye-tracking and concept testing capabilities. “We’ve had great success using our eye-tracking technology to optimize clients’ websites and ad concepts, which is why we were excited about Paul’s extensive track record with biometric measurements. The combination of our research tools will enable us to provide clients with more meaningful and comprehensive consumer data.”
The study will identify how online media use habits and preferences are determined by unconscious and biological motivations that determine how the human brain processes information. The project is funded by the Donald W. Reynolds Journalism Institute (RJI) and results are expected to be available this spring.
This collaboration is part of comprehensive research effort between HCD Research, the PRIME (Psychological Research on Information and Media Effects) Lab and Donald W. Reynolds Journalism Institute (RJI). The PRIME Lab and RJI are part of the Missouri School of Journalism at the University of Missouri.
Find a number of his previous papers at the PRIME Lab site.
Vote for Paul Bolls to present at ONA12 Bolls and Kessler, along with Tulsa World Web Editor, Jason Collington, have submitted a proposal to present at the Online News Association's 2012 Conference and Online Journalism Awards Banquet. Help support their session by voting for their session, 'Designing for the Brain' here.
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