Wharton Neuroscience: RMT Is the Only Statistically Significant Predictor of EEG Synchrony

Now as part of a FOXsponsored EEG study of context effects Wharton Neuroscience has found that the best predictor of Synchrony is RMT adcontext Resonance scores The RMT correlation with Synchrony in the study achieved statistical significance at 95 confidence None of the other predictors tested achieved statistical significanceRMT beat several other EEG metrics including EEG Approach Frontal Alpha Asymmetry EEG Memory Theta Power Spectral Density and EEG Attention Alpha SuppressionRMT also beat eyetracking attention with and without eye fixation measurementRMT also beat verbal measures of ad recall and persuasionThis did not come as a complete surprise because earlier studies by NCS 605 Neustar and others had shown that RMT when used in media selection to improve the resonance of your specific ad with the viewer andor with the media context the increase in sales lift was 36 to 95 and the ARF Cognition Councilamp8217s study found that the Adjusted R Squared of RMT Motivations as a predictor of six years of IRI sales data for 19 brands was a hefty 048 Simmons found that adding RMT increased brand adoption predictivity 83 over demographics aloneWhy would RMT predictive metrics work so well It was because the metrics were empirically derivedUsing a suggestion by the late great Dr Timothy Joyce my colleagues and I started from every word in the English language and using semantic differential and factor analysis empirically distilled the list down to 1562 words that when used as metadata on TV programs enabled my 1990s company Next Century Media NCM to amp8220paint people with the psychological attributes of the programs they watchamp8221NCM then used a program recommender to recommend programs most similar to a personamp8217s profile The recommender used ML machine learning to reduce 1562 words down to the 265 that had all the power to predict program adoption which increased 6X from 3 to 18Simmons then found that the same 265 words also work for brand choice as well as program choiceWharton Neuroscience Director Dr Michael Platt hypothesizes that these 265 words are actually the meanings of the electrochemical Value Signals VS found in the brain during choice behaviorAI has been a central feature in the RMT adventure since 1997 The original AI was a rudimentary proprietary system I designed far from the power of todayamp8217s LLMs Machine learning is of course another form of AI In RMTamp8217s work with Semasio now part of Samba RMT comes through the Semasio semantic AIWharton has now introduced an AI which RMT has been invited to fuel Whartonamp8217s AI uses computer vision and voicetotext analysis to which RMT predictive metrics will be added The AI scans video ads to predict their sales powerThese latest developments are only a week old and events in the RMT Wharton story seem to be accelerating so watch this space for morePosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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Wharton Neuroscience: RMT Is the Only Statistically Significant Predictor of EEG Synchrony

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Wharton Neuroscience: RMT Is the Only Statistically Significant Predictor of EEG Synchrony

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