Case Study: New Scientist increases sales 12% with Nielsen Consumer Neuroscience

‘New Scientist” Uses Neuroscience to Create Space In Consumers’ Minds

New Scientist, an international science magazine, wanted to understand how neuroscience could help guide magazine cover design decisions. It worked with Nielsen Consumer Neuroscience to test whether different covers would better capture attention and drive purchase intent.

Nielsen Consumer Neuroscience used high-resolution dense-array EEG to measure engagement and message resonance, along with eye-tracking to see where readers focused on each cover. Design B performed best, with the highest overall EEG engagement score and stronger emotional motivation than the other designs. After New Scientist published the winning cover, sales increased 12% versus the same issue in the previous year, and it became the second highest selling issue of the year.

New Scientist