Example methods, systems and machine readable instructions are disclosed for assessing advertising effectiveness based on neurological data. An example method includes analyzing neuro-response data from a panelist exposed to media to determine a first score representative of an attention level of the panelist, a second score representative of an emotional engagement of the panelist, and a third score representative of memory activity of the panelist. In addition, the example method includes calculating a persuasion metric, a novelty metric and an awareness metric based on the first, second and third scores.
SYSTEMS AND METHODS FOR ASSESSING ADVERTISING EFFECTIVENESS USING NEUROLOGICAL DATA