Walt Disney Company's Media Networks to Develop Emerging Media and Advertising Research Lab
The Media Networks division of The Walt Disney Company announced the development of an emerging media and advertising research lab in Austin, Texas - the most comprehensive of its kind in conjunction with Professor Duane Varan, a global authority on the future of television and advertising.
Developed to better understand the emotional drivers of audience behavior and physiological reactions to advertising, this state-of-the-art research lab will utilize sound empirical research methods to test traditional and alternative models for advertising. The facility will conduct year-round tests using the most advanced research techniques - including biometric measurement tools to evaluate engagement and emotional responses to advertising across media platforms.
