A recent study by neuromarketing company Neuro-Insight for Spotify found that digital audio was more likely to appeal to long-term memory for details and past memories than radio, television, social media, or digital video.
The study was not peer-reviewed and so is not very specific, but it did reveal some interesting data points. The goal of Neuro-Insight is to enable brands to better understand the brain activity of users while consuming different types of content.
Spotify's partnership with Neuro-Insight enabled them to study more than 600 topics while listening to different types of content on the platform, including rock music, rap, Latin music, and even advertising.
The researchers collected real-time data from the subjects' brains using steady state topography (SST), an adequacy tracking method developed by Neuro-Insight founder Richard Silberstein. It measures the brain's electrical activity and the speed at which it reacts to stimuli.
Silberstein states that SST "can very sensitively scan the speed of different areas of the brain, and because different areas of the brain are specialized in different functions, we can infer psychological processes."
