Neuromarketing researches are increasingly popular in market research because produce unconscious indicators. Level of attracting visual attention, level of emotion, strenght of the engagement have an impact on the assessment of the spot, advertising material in a variety of communication channels: online, TV, movies.
Neuromarketing research result indicate “the moments”, but did not answer the question why it’s important. Eye / facial / EEG trackers with “old-school” factors like credibility or purchase intent works better together in synergy for precise assessment of marketing campaign.