Our neuromarketing services allow marketers, advertisers, developers and more assess the true emotional impact of their website, product, promotion or design. Neuromeasurement tools, such as EEG and GSR are a natural complement to eye tracking and present the next step of innovation in behavioural research.
Why measure brain activity?
Our brains work extremely hard to perceive, process and interpret the millions of inputs they receive from our senses every second. The vast majority of this activity goes on without us being consciously aware of it because we don’t need to be, our subconscious expertly deals with the administration for us. However, the subconscious isn’t just doing the menial work, it’s where our emotions do the talking and call the shots on up to 95% of our behaviour.
Every marketers dream is to speak to this subconscious and make sure it flags their product, in the right light, to the brain’s owner on their behalf. If you want your website, product, packaging, advertising and brand experiences to speak directly to the subconscious emotional brain, then you need to measure these experiences directly.
Emotional Response Analysis (ERA), using EEG technology.
Electrical channels are measured from the surface of the scalp and act as a thermometer for what’s fighting for dominance inside our brain at any given time. Outputs show us which processes were shouting loudest during these exchanges. Is this advert engaging the viewer? Are they becoming irate with your website? Does this design excite more than the original? These are all questions ERA is uniquely placed to answer, unobtrusively and in real time.
Our outputs measure;
Read more about how we measure brain activity using our EEG technology.
Galvanic Skin Response (GSR)
This more scalable and portable solution comes in the form of a compact sports style wristband. It uses the same measure as a lie detection system, the conductivity of the surface of the skin, based on microscopic changes in the levels of perspiration present. This metric is known to correlate with underlying activity of the autonomic central nervous system, which is intrinsically linked with emotion. Unlike ERA it is limited to this single metric but benefits from quicker set up, and easier application to a variety of research settings e.g. large scale use in users homes or in stores.
Read more about how we monitor emotion using GSR technology.
How can you use neuro-measurement in your research?
The list of potential applications for EEG or GSR measurement is practically endless. But to give you an idea of how this methodology might inform your business decisions here are a few research questions it can address;
- Gauging consumer preference of multiple advertising concepts
- Understanding which concept has the more powerful call to action
- Determining best placement of hyperbolic spike
- Real shopping environments
- In-store experience
- Point of Sale
- Packaging creative options
- Web design themes