Duane Varan, The Science of Branding and Emotional Marketing – InnovaBuzz 457

InnovaBuzz

Duane Varan, The Science of Branding and Emotional Marketing - InnovaBuzz 457

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In this episode, I’m really excited to have as my guest, Dr. Duane Varan, CEO of MediaScience, the leader in media and advertising innovation research. Almost every major innovation in the TV advertising industry over the past decade was first tested by MediaScience. Duane is the recipient of numerous awards including the Australian Prime Minister’s Award for University Teacher of the Year. In four of the past six years, articles co-authored by Duane have been awarded as either Article of the Year or runner-up by the Advertising Research Foundation.

Duane is a pioneer in neuromarketing, regularly introducing new methods incorporating eye tracking, galvanic skin response, heart rate, EEG, facial expression analysis, response latency testing, and a wide variety of other methods. He is also CEO of Hark Connect, the most advanced platform for qualitative research.

In our discussion, Duane talked to me about:

• The “real estate” of the mind
• How all content takes us on an emotional journey
• Innovative ways to measure attention, emotion, engagement, and memory

Listen to the podcast to learn more.

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