The Durham, North Carolina-based ad agency McKinney has tried out NeuroSpire's service while working on campaigns for "a couple" of brands in different categories. Chris Walsh, vice president and director of consumer and business insight at McKinney, heard about NeuroSpire through a colleague, another Duke student, and started working with Stauch. Walsh and the McKinney team tested a campaign—they wouldn't say for which company--first through the headset, then a traditional survey, and later through an online survey. What they've found, in limited use, is that the results from NeuroSpire have matched up with results from the more traditional techniques. Either an ad is leaving an impression--"driving emotional responses," Walsh says--or it's not. And if it's not, McKinney has corrected course based on that information.