Brain scans can accurately predict which video will go viral

Scientists from Stanford University (USA) have developed a basis for analyzing a person's true reaction - his subconscious assessment of the content consumed, which he himself may not be aware of. They suggest using neuro-predictive methods based on visualizing brain activity while watching videos. The experiment showed that literally from the first seconds it is possible to understand whether a person likes the visible or not.

The research was carried out by a team led by neurologist Brian Knutson, who developed the affect-integration-motivation tool. This is a method for assessing a person's reaction, in which data from a tomograph, personal responses and statistical assessments of the subjects' activity are compared. A group of several dozen people were asked to view and rate a series of viral videos, studying their reactions and brain function.

The subjects had complete freedom of action: in what order to watch the video, where to pause, rewind, restart. The ratings they put up de facto contained subjective opinions and strongly disagreed with the statistics on which videos were most popular. But they almost perfectly coincided with the graph of the activity of two areas of the brain: the adjacent nucleus and the central lobe. They are associated with what can be called an intuitive assessment of the information received - the first and, often, the most correct reaction.

Knutson believes that if better, practical tools are developed to scan brain activity in the field, neuroprediction technology can be used to predict how people will react to any information. For example, creating dynamic advertising is such an intelligent product that from the very first seconds will understand whether the consumer likes it. And it will begin to transform and select fragments that will appeal to the viewer, collecting a personalized version of content on the fly.