The goal of many neuromarketing and consumer neuroscience studies is to predict behavior. Recently, a breakthrough new metric has emerged in this regard: neural synchrony. This refers to the degree to which the brains of different people synch up, sharing the same brain activity at the same point in time.
This talk illuminates how this single metric is capable of predicting box office hits, effective advertising and even the hit potential of Spotify songs. We’ll discuss how the method works, how it can be carried out in practice, and which future avenues exist for behavioural prediction.