(From Harvard Business School)

Thales Teixeira is an assistant professor in the Marketing Unit. He holds a Ph.D. in marketing from the University of Michigan. He earned a bachelor’s degree in business administration and master’s degree in statistics at the University of São Paulo, Brazil. Before joining HBS, Professor Teixeira was an independent quantitative marketing consultant to technology and financial services companies, among them Microsoft, HP, and Prudential.

Thales has produced a video and report to show off his modern technique to the 'Science.' It is quite intense and may be approached by some skepticism inside the industry, it still makes a good read. He's a good writer, but a very boring speaker. I just about managed to stay awake through his video.







"Several techniques derived from new technology can help advertisers attain this. In our research, two colleagues and I use infrared eye-tracking scanners to determine exactly what people are looking at when they watch video ads."





The new science of viral ads



The comments are pretty good too



The articles a good read, to give you a taste of what to expect before reading, I've quoted a passaged below.