All of our studies are carefully designed, implemented and analyzed by a team of highly qualified psychologists, neuroscientists and market researchers. Using our consumer neuroscience technologies we specialize in the market research of three main areas of subconscious response to the consumer experience - Body Language; Psychophysiology and Neurophysiology.
At Neural Sense™ our eye-tracking technologies enable us to draw insights about visual attention, memorability and the resulting consumer behaviour during the experience by recording eye gaze and pupil data.
With built-in eye-tracking technologies, our Virtual Reality (VR) headset allows us to understand visual navigation both within virtual 3D environments (i.e. a virtual retail outlet or store shelf, shopping isles and planograms), as well as assessing 360 degree footage of real-world environments (i.e. assessing the performance of outdoor creative executions in a central location).
Facial expressions are instant, culturally universal, and an excellent indicator of emotional response to the consumer experience. Our Facial Coding software automatically analyzes the 6 basic facial expressions of happiness; sadness; fear; anger; surprise and disgust, as well as neutral and contempt.
Facial Electromyography (fEMG): Records the electrical activity associated with very minute muscle contractions through nerve impulses of the face. fEMG is a precise and sensitive method used to measure emotional expression and is used as a tool for measuring emotional valence (positive vs. negative emotional states) generated on a second by second basis, by a specific stimuli and can be used to detect level of engagement.
Electroencephalography (EEG) measures electrical differences and potentials on the surface of the scalp. By identifying these areas of activity we can make inferences as to the specific mental process and emotional states that are experienced at particular moments in time during the consumer experience on a per-second basis.
128 Channel EEG actiCAP
Our medical grade wired EEG system can have up to 128 channels and combines active electrodes based on high-quality Ag/AgCl sensors with integrated noise subtraction circuits.
This wireless mobile EEG system allows access to multiple data streams including raw EEG data and cognitive and emotional state metrics even in real-world environments where subjects exhibit uninhibited, natural behaviour. This is primarily used for alpha asymmetry to provide approach motivation metrics.
Our 14 channel mobile EEG units provide contextualised scientific research grade results as well as a prosumer 5 channel mobile EEG unit. These units are only used in the creative application of EEG technology during live consumer events and activations.
Near Infrared Resonance Spectroscopy (NIRS) is a brain imaging methodology which detects regional blood flow in key cerebral cortical structures in the brain; using specialised medical LEDs too illuminate blood flow as areas become more activated during cognitive processing.
It is mostly used to detect activation of the frontal lobes of the brain. This provides detailed functional information on attention, emotional regulation, motivation, engagement, behavioural intent, problem-solving/reasoning, cognitive load and working memory.
Galvanic Skin Response
Our Galvanic Skin Response (GSR) sensor units are wearable, wireless biosensors that measure emotional arousal via skin conductance, a form of electrodermal activity that grows higher during states such as excitement, attention or anxiety and lower during states such as boredom or relaxation.