Measuring response on both sides of the brain; New system measures consumers' rational and emotional responses to commercials, new products.

CHARLOTTE--(BUSINESS WIRE)--Sept. 18, 1995--McDonald's, Miller Brewing Co., Toyota, Coca-Cola, Kodak, and Johnson & Johnson have all discovered the benefits of a new research tool. This tool can:

-- measure consumers' rational -- and emotional -- reactions to your television commercials, print ads, new products, and new concepts;

-- be a good predictor of customer behavior regarding your product or service;

-- tell you which elements in your commercials are most persuasive;

-- determine the role your brand image plays versus other elements in your advertising;

-- calculate how long your ad will be effective.

The new Viewer Involvement Profile (VIP) system offered by Charlotte-based Inner Response Inc. combines questions about attitudes with a physiological measure of attention, interest, and involvement. The combination predicts consumer behavior more accurately than attitude measures alone.

Auto manufacturers, food and wine companies, textile and apparel businesses, banking and finance firms, computer companies, fragrance and cosmetics companies, and other major advertisers have found the new system more insightful and actionable than standard survey and focus group techniques.

Inner Response clients range from major advertisers to investment banking firms that need to evaluate the appeal of new investment packages.

By measuring responses from the left side of the brain, which makes rational judgments, and the right side, which is intuitive and emotional, Inner Response's approach is more comprehensive than traditional market research methods.

"The system works because it recognizes human nature," says Inner Response President Jack Shimell. "No matter how logical and rational we are about purchasing decisions, we also decide by gut feel and instinct. VIP measures both."

What happens during a VIP test? First and last, critical questions are asked to determine left brain rational reaction. In between, to capture right brain interest and reaction during exposure of the test stimulus, two small sensors are placed on each subject's palm.

Through these sensors, VIP can pick up signals sent from the brain to the eyes and ears. By measuring the rate and intensity of these signals, ten times per second, VIP indicates respondents' level of interest and involvement in what they see or hear. Unlike lie detection, VIP records how people feel in a relaxed setting.

Leading researchers, including Russ Haley, Bill Wells, and Joel Axelrod, have endorsed the Inner Response approach. For more information, call Jack Shimell, president of Inner Response, 704/548-1984.

CONTACT: Andrea Cooper Communications, Charlotte

Andrea Cooper, 704/343-2543