Benefits Over Traditional Research
In short: We measure hugely valuable sub-conscious responses that traditional research techniques simply cannot provide.
Our measures simply cannot be provided by traditional research techniques which have to rely on decoding rationalised conscious responses
We measure what consumers really think and feel, rather than simply what they state or imply. As such we reveal new, deeper, richer and untainted responses.
The fact that we track responses in real-time (rather than snap-shot readings) means we can identify precious insights into what it is in the stimulus that actually triggers different responses.
Because our techniques are applicable across all 5 senses, invaluable new learnings can be gleaned especially in areas up until now poorly served by other market research techniques.
Additionally, the versatility of EEG means that the technique is ideally suited to certain types of studies that traditional research struggles to deliver effectively, for instance response to Creative or Concept work, Packaging and Experiential work.
One of the key issues with traditional research is the inherent bias associated with both respondent and moderator. With EEG research, the respondent is not required to articulate or indicate any response at all; the readings are therefore ‘pure’ , unfiltered and unbiased.
The net impact is a serious competitive advantage, more effective strategies, more compelling creative output and ultimately a greater ROI on marketing investment