Look Here
Neuromarketing at El Cuartel’s 20th Anniversary Exhibition
What did we do?
To celebrate its 20th anniversary, El Cuartel Creativo organized the exhibition “Look Here: la libertad de mirar no existe”. Goli Neuromarketing participated with three key actions:
- – Brain activity analysis of El Cuartel’s team.
- – Experiential wildposting, displaying personalized content based on visitors’ age, gender, and emotions.
- – Interactive illuminated signage, reacting to the emotions expressed by attendees.
How did we do it?
- – We used Golineuro Cap devices to measure the brain activity of El Cuartel’s creative team. The results were showcased in three videos within the exhibition, offering insight into the creative process.
- – We developed a dynamic system that detected visitors’ gender, age, and emotions, allowing digital wildposting screens to adapt content in real time and the illuminated signage to change color based on expressed emotions.
What did we achieve?
- – Analyzed brain activity within a creative agency.
- – Created and displayed three professional profiles based on cognitive activity.
- – Designed a customized exhibition experience based on visitor demographics and emotions.
- – Provided a unique and interactive experience for each attendee.
What did we measure?
Brain Activity Study
- – Measured brain responses of El Cuartel’s team using Golineuro Cap.
- – Identified activated brain regions related to their work.
- – Created three distinct neurocognitive profiles: Managers, Creatives, and Digital.
- – Demonstrated that brain activity depends more on the task than on the individual.
Wildposting & Interactive Signage
- – Detected gender and age of visitors.
- – Analyzed basic emotional expressions in real time.
- – Adjusted displayed content and illuminated signage based on collected data.
Process
Brain Activity Study
Before the exhibition, we visited El Cuartel Creativo to measure their team’s brain activity using Golineuro Cap during real work sessions. Each participant wore the device, which captured brain activity using 2048 NIRS sensors.
- – The study, based on scientific research, revealed three distinct cognitive profiles (Managers, Creatives, Digital), showcasing different patterns of brain activity.
- – At the exhibition, three screens displayed videos with brain images and explanations for each profile.
Experiential Wildposting
- – A wildposting installation featured two digital screens that adjusted content dynamically.
- – Using AI-powered sensors, the system detected visitor demographics and emotions.
- – Displayed personalized visuals in real time based on this data.
Interactive Signage
- – The exhibition featured an illuminated “Look Here” sign, which changed colors based on visitors’ emotional expressions, captured via the wildposting sensors.
