It’s not always easy to pinpoint what type of content resonates with consumers—especially if you’re the one creating it. That’s where Nielsen consumer neuroscience comes in: With its eye-tracking technology and biometric devices, the company can actually capture sensory information of what a person finds interesting.

Two Adweek reporters tried out the technology on the exhibit show floor at South by Southwest to measure their different interactions with the booths. Dr. Carl Marci, chief neuroscientist at Nielsen Consumer Neuroscience and Richard Bina, vp, strategic planning director at RPA, explain how the technology works and why it’s important for marketers to overcome their “expert blindness” to reach the right consumer.

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