June 12, 2013 -
Innerscope Research has appointed former Neilson media researcher Bill Moult as CEO.
Reported in mrweb.com, Innerscope, which specializes in biometric measurement, combines neuroscience and biometrics with its own proprietary software to measure audience engagement.
Moult comes to Innerscope from Nielsen, where he was President of Knowledge Collaboration, with a responsibility for sharing and co-creation with other organizations and academia. Before Nielsen, Moult was CEO of the Media Behavior Institute and a Founding Partner at Sequent.
Reported in Mediapost’s Media Daily News, Innerscope’s founders say the timing couldn’t be better, as the Research firm is set to scale its operations, following some fresh rounds of funding.
Reported previously, Time, Inc last year conducted a media consumption study that utilized biometrics to measure engagement. Innerscope Research provided the monitoring systems and assisted in this study. Subjects wore biometric belts as well as eye-tracking glasses to determine which form of media they were using and when visual attention was altered.
Interestingly, the study found that ‘digital natives’ have short attention span as they switched from one platform to another about 27 times, or every other minute. They could not finish a story, and they typically watched fragmented bits of television shows. They tend to keep their mobile devices with them at all times, or just within reach. Because of short attention span, the digital natives experienced weaker emotional responses to media.