What do we measure?
In short: Quantified measurements of sub-conscious response especially mind-state, impact, attention, engagement and emotional attraction.
The vast majority of our decision making and emotional reactions occur below the level of conscious awareness and, therefore, remain fundamentally inaccessible to direct and conscious interrogation.
By studying, in real time, variations in the different patterns of electrical activity in the brain, it is possible to gain a very considerable understanding of exactly what is going on inside the mind at any given moment.
We can measure mind-state and shifts there-in, the initial impact, the level and span of attention, the degree to which a message is likely to be remembered, the degree and nature of engagement and attraction to the stimulus and the nature of emotions aroused.
When combined with classic qualitative research methods, our approach enables not merely the conscious tip of the iceberg to be mapped, but also to explore the otherwise mysterious depths of the subconscious, that is to say, a determination of not only the mass of the iceberg but also the depth of water in which it sits.
In our view, brain data should rarely be considered in isolation. Neuroco believe that the key to success in Neuromarketing lies in the marriage of the most appropriate mix of neurological, motivational and physiological techniques, combined with the intuitive interpretation of the data generated. This then provides clear and concise guidance of future communication strategy and brand development
Most recently, amongst our clients in the Auto, Entertainment and FMCG business, there is very definitely a growing demand for quantitative style studies. Because EEG provides quantified data, it lends itself perfectly to the creation of normative databases and larger sample size studies.
When collated over hundreds of stimuli and hundreds of respondents the data becomes very rich indeed. All kinds of benchmarking and normative levels can then be generated and all sorts of slice-and-dice analyses and segmentations can be run to provide highly meaningful outputs for clients.
Study Areas
In short: We study a vast array of different areas; amongst them Strategy Development, Creative Development, Communications Testing, Experiential work
Examples of recent work include
- Brand Imagery
- Advertising: all forms (TV, Radio, Outdoor, Online etc)
- Packaging and Design (all forms)
- Shopping / Merchandising studies
- NPD / Concepts / Ideas / Propositions
- Sensory Tests (taste tests, touch /texture studies, aroma tests)
- Experiential environments (Ambiance, Events)
- Observational studies
Types of Stimulus
In short: We can measure almost any form of stimulus material in many different types of environment.
- Sound, Vision, Aroma, Taste, Feel
- In home, in lab, in hall, in mall, in outlet, at events; fixed locations or fully mobile.
- Finished or work-in-progress material
Techniques
In short: We combine a variety of techniques depending on the study
- Neurological responses via EEG eg the nature and intensity of different mind-state shifts, levels of attention and emotions
- Physiological reactions eg breathing patterns, heart beat, eye movement, arousal-stress levels
- Motivational Research eg classic qualitative focus / depth interviews
- Whilst most studies to date have been more with sample sizes relating to qualiatative studies; increasingly scaled-up quant studies are in demand
Metrics
In Short: Neuroco can analyse and interpret data to provide measures for mind-state shifts, emotional responses as well as key Marketing levers.
Measures include
- Nature and intensity of Impact, Arousal, Involvement, Engagement
- Nature and intensity of Emotional response; the degree to which response is positive or negatively attracted to the stimulus
- Degrees of Memorability and Brand Attribution & Association
- Indices of Predisposition / Consideration
- All in real-time