FLEMINGTON, N.J., April 10, 2012 /PRNewswire/ -- The Missouri School of Journalism and HCD Research announced that they will join forces to conduct research studies using a communication science approach, which encompasses biometric measures and eye-tracking technology to provide deeper insights into consumer preferences. (Logo: http://photos.prnewswire.com/prnh/20111129/NY13809LOGO ) (Logo: http://photos.prnewswire.com/prnh/20071204/NYTU133LOGO ) This collaboration is part of a comprehensive research effort between HCD Research, the PRIME (Psychological Research on Information and Media Effects) Lab and Donald W. Reynolds Journalism Institute (RJI). The PRIME Lab and RJI are part of the Missouri School of Journalism at the University of Missouri. Through the alliance, the organizations will conduct research studies that will enable advertisers and publishers to design advertising campaigns and news media sites that are more effective at communicating their messages to their target audiences. "Our goal is to assist clients in creating more 'brain friendly' ads and websites using a comprehensive communication science approach," said Paul Bolls, Ph.D., associate professor of strategic communication and co-director of the PRIME Lab in the Missouri School of Journalism. Dr. Bolls co-authored the book " Psychophysiological Measurement and Meaning: Cognitive and Emotional Processing of Media" released last August. "Our approach to conducting communication research is grounded in a holistic and more science-based methodology that is currently lacking in many neuromarketing models," explained Bolls. "We will combine our scientific knowledge of how the brain processes media with our expertise in applying multiple measures to obtain biometric, survey and behavioral data to solve complex communication challenges for clients. The partnership represents an ideal academic/industry collaboration that will significantly advance basic knowledge of media effects and provide clients with deeper insights into effective communication tactics," stated Bolls. Dr. Bolls is a leading expert in applying biometric measures to obtain data on how the brain processes media content.