MS thesis project visualizing unconscious response to political advertising and media.
Data Source: Brainsights
When it comes to voting, we make decisions on more than just facts – emotion, bias, and unconscious thought play an important role in one’s decision making process. But how does advertising influence voters? In order to address this, Your Brain on Political Media visualizes American voters’ unconscious response to political advertising and media. It was created in partnership with Brainsights, a neuromarketing consultancy based in Toronto, Canada.
The project was completed for my graduate thesis in the Masters of Science in Data Visualization program at Parsons School of Design. The data was collected by Brainsights during research studies in Manhattan, New York and Chattanooga, Tennessee between February 3-6, 2020. I performed the data analysis, designed the tool, and worked with a data visualization developer, Katherine Mello, on the implementation.