The Sands Research Neuro
Engagement Score
TM (NES)
As part of each
study, Sands Research provides the client with a Neuro Engagement Score
TM (NES), which shows
the ranking of an advertisement on a one to five scale (see graph below). A
higher NES equates to an increased level of engagement by that demographic
viewing group.
The chart below (left) represents Neuro Engagement Analyses, which Sands Research
has conducted on over a thousand commercials in the growing, proprietary
database.
The waveform shown below illustrates what an aggregated
engagement curve might look like for a 30 second spot. The area
below the curve is quantified, creating the NES index for total
cortical activation during exposure to the stimulus.