[By Libby Plummer, www.pocket-lint.com]

[Excerpt]

People are 12 per cent more attentive when watching Blu-ray 3D compared to a conventional Blu-ray disc and 29 per cent more attentive when that same 3D experience is up against a plain old DVD. So says recent research commissioned by the Blu-ray Disc Association (BDA). The results of the study, which is good news for 3D evangelists, also showed that people are 7 per cent more engaged when watching Blu-rays in 3D as well.

But how were these results collected and just how believable are they? Pocket-lint was invited to take an exclusive peek at the testing procedure and also to take part. Read on to find out what happened.

The tests were carried by the Mindlab International team, based at the Sussex Innovation Centre in Brighton which is essentially an incubation home for tech companies. Mindlab is a neuromarketing company founded by company chairman, director of research and “father of neuromarketing” Dr David Lewis-Hodgson in the early 90s, under the slightly alarming title of StressWatch. Thankfully in 2005, the name was changed to the infinitely more friendly sounding MindLab.

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“3D is a fully immsersive format, increasing engagement in viewers. The fact that subjects were witnessed as having increased eye movement and head movement is testament to this. The 3D technology draws attention to peripheral images on the screen and, coupled with Blu-ray quality definition, it is able to deliver footage that increases engagement and emotional response over all the formats”.

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See the full story with many photos here: http://www.pocket-lint.com/news/39209/3d-better-than-2d-says-bda-mindlab