Neuroscience for market research,
advertising and web design.
Why neuroscience?
The mental processes involved in economic decision making are mostly unconscious and partly mediated by emotions.
With the application of neuroscience to market research, we can overcome the criticality of traditional methods, that do not allow to grasp the real motivations behind a specific behavior, partly due to the fact that such motivation is even beyond consumers' and users' awareness.
The study of brain activation or physiological responses, however, doesn't mean that we automatically have a "lie detector". It is necessary to correlate these data with other measures - either behavioral or not - in order to interpret them correctly and to make sure that our models are as predictive as they can be. So, don't trust those who claim to be lie detectors!
Don't lose sight of the goal:
In order to understand your users and consumers, you need to understand their real opinions, emotions, and behaviors of individuals, not only the self-reported ones.
The scientific approach we apply to the study of human behavior draws on our expertise in the fields of behavioral economics, psychology, decision-making, neuromarketing, marketing and communication.
And, of course, we rely on our innovative tools and technologies.
Sensory Neuromarketing
A successful product must be able to capture our attention, activate our senses, arouse pleasure and move us.
Thanks to the olfactometric analysis through e-nose, we are able to analyze the olfactory sensory experience of individuals, which is an excellent predictor of human behavior.
We can also track and analyze the visual experience of individuals. Thanks to the application of eye-tracker we are able to verify the performance of the proposed visuals in terms of visibility, and recognizability, and study the reactions they elicit in order to improve perceptual-emotional performance and maximize effectiveness.
Emotion recognition
The emotions and the "gut feelings" largely determine interest and purchase. Understanding emotions and knowing what stimulates emotional responses allows you to optimize the user experience (online and offline).
Our goal is to measure what attracts attention, which elements create engagement and elicit certain emotional states.
We are committed to studying emotions across the board, starting with facial emotion recognition (with the adoption of face reading technologies), but also from vocal cues (prosodic analysis through PRAAT) and frequencies associated with different attentional and cognitive states (withEEG ).
Implicit Customer Surveys And Market Research
Customer surveys and classic market research are very sensitive to the social desirability bias, that is a tendency to provide answers that we think are expected from us or are more appropriate with respect to the social and cultural context of reference.
We fine-tune these classic search methods by including behavioral tasks that allow recording unspoken preferences, that are often beyond the control and awareness of the often consumer.
This allows us to identify the true determinants of customers and consumers satisfaction.
Want to improve the perception of your brand, your products, and your services?
