In an experiment called Awake Your Curiosity, with help from Romanian digital agency Kubis Interactive, Grolsch beer brewers hooked 14 people up to neuro headsets that measured relaxation, attention and intensity in human brain waves. Then it blindfolded them and had a famous local rock band play on a nearby stage. Afterward, the listeners heard ‘busy life’ noises of traffic jams, sirens, and ringing telephones. Results were impressive.
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