FEATURE29 March 2018

Mapping brains to measure storytelling

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Asia Pacific Energy Features Impact Media Technology

Scientists have used EEG to understand how the brain reacts to videos and determine what makes an audience engage with this type of content. Jane Bainbridge reports.

Storytelling is a favourite buzzword of late in the world of marketing. Narrative arcs have entered all corners of the business world, from insight presentations and advertising, through to social media campaigns and customer relationship management (