We were joined this morning by Sean Higgins, co-founder of Future Proof Media and Future Proof Insights, a new tech based test bed for judging how marketing campaigns and online content might be judged by viewers and consumers.

The proposition is that traditional market research options on their own are susceptible to inaccuracies of consumer memory, difficulties in articulating emotion, response biases and an overall unwillingness to share details on difficult topics.

Using panels drawn to specific sets of criteria, the service will launch initially using remote technology with the opportunity of moving into the more advanced physical testing when that is permitted through the easing of Covid restrictions.

The range of testing will include eye-tracking, facial coding, galvanic skin responses, EEG analysis of currents in the brain, ECG analysis of heart rate and more traditional question-based research.

Together they will test the emotional as well as the intellectual response to a campaign or individual piece of marketing.

If it looks a bit science fiction, rather than science fact, you will be reassured by hearing straight from the human mind behind the tech.


Sport for Business Partners