The general consensus in the marketing industry has been to cater to the needs of the customers. To accomplish such a task, a company must understand what those needs are through research. This research has always centered around the three pillars of marketing: the cultural, social and personal factors that encompass a market.

Ironically, now scientific research is telling us that another pillar may need to be added to the researching scheme: the pillar of neuroscience. Sands Research Company recently conducted an experiment during Superbowl commercials. They hooked up EEG (electroencephalography) to test patients’ brains and recorded the reactions these patients had to certain commercials.

Through this research, Sands Research Was able to rank the most interesting and attention grabbing Superbowl ads.

If scientist can identify the most interesting segments of commercials, break down the components and understand why a commercial was so engaging, marketing research could utilize the information to create the most interesting and attention grabbing commercial for their own product.

The Volkswagen commercial had the most positive response from viewers.

While Sauder and Science students may not be the closest, there is now a reason for us to unify: to make interesting commercials.