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In Clear Focus

Feb 5, 2021

In Clear Focus: Kevin Keane, CEO of Brainsights, explains how his agency uses neuroscience to understand consumers' responses to advertising at a nonconscious level. We learn how gaining insights directly from consumers' brain activity can help brands de-bias their marketing content. Data from a recent Brainsights study shows the value of color-blind casting: Not only is there no downside to casting BIPOC individuals in ads, but Caucasians actually respond more favorably than non-Caucasians.