Neuroscience research

Step 1

Research preparation

During this phase, we complete the following:

  • Determine the communication types to research
    (e.g., corporate presentations, eBooks, whitepapers, videos, etc.).
  • Clarify the research questions. For example, “how does this asset compare to competitors?”
  • Clarify hypotheses for the research.

Step 4

Research protocol

During this phase, we clarify the steps that buyers complete during the research. Typically, during this step, we:

  • Inform buyers about the details of the research.
  • Equip buyers with the EEG cap, ECG cable, and GSR device.
  • Expose each buyer to the selected stimuli. The typical research length is 30 minutes and we pay each customer $100 for their participation.

Step 5

Research report with
tangible guidelines

During this step, we use various statistical analysis applications, analyze the data, and complete a comprehensive report on the findings. Each project renders more than 6 million data points, and this abundant data always reveals insights that convert into tangible steps for creating better business assets.

Step 2

Research variables

During this step, we clarify the variables we can measure to determine the effectiveness of the materials identified in Step 1 and ensure we are able to answer the questions we deem important. Examples of variables that can be measured with neuroscience tools include attention, cognitive workload, fatigue, motivation, valence, arousal, trust, and mind wandering.

Step 3

Tech prep and
buyer recruitment

During this phase, we prepare the appropriate technology for the assets, research questions, and variables to monitor. We typically use the following technologies: EEG (electrocardiogram), ECG (electrocardiogram), GSR (Galvanic Skin Response), and eye tracking, These tools offer you a raw eaction from the buyer’s brain to your assets. During this step, we also recruit buyers who are representative of your target market. We have access to a large pool of smart brains and buyers who are representative of various markets and industries. We are able to recruit using our inventory of participants or can use customers/prospects you identify.

Test your assets on your target customers

Test your assets on your target customers

Biometric sensors

Test assets on your own target customer

In additiovn to using pre-packaged guidelines that have universal applicability, it is useful to research your targeted buyer. For example, a data analytics buyer may exhibit a different behavior than a hardware solution buyer. Capturing neuro nuances enables you to optimize communication materials further, particularly when you:

  • Develop assets in large volume (e.g., presentations, eBooks, videos)
  • Compare your message/approach with the competition
  • Release an important message/app to a large population
    (e.g. , the impact of a new AI tool)
  • Evaluate a message that may not be achieving desired results
    (e.g., existing corporate pitch or UX design)
  • Manage change
  • High-touch situations where machine learning is not useful