TO THE CONSUMER
The consumer is multidimensional. Restricting the comprehension of their motivations to the rational and explicit dimensions is a mistake. Applied Neuroscience complements conventional researches by revealing the implicit, unconscious aspects of the decision process.
The consumer is bombed with thousands of market stimuli in one single day. But, even though the world has changed, the human mind is still the same.
It remains selective as for information, with low capacity of retention and guided not only by rational orientations, but, above all, by emotional motivations.
In an economy where attention is sparse, it is still important to question the consumer about what he thinks or feels about brands and products, but it is also necessary to understand this experience in a perspective underlying its conscience.
The implicit association tests are capable of extracting information about the attitudes of an individual, even when such individual is not aware of them or is not prepared to reveal them.
- Brand Stretch
- Brand image
- Test of Concept
- Package test
- Commercial Test
- Claims Test
Consumers are recorded when receiving the stimulus. Several moments of the sensory experience are documented. At each second, the algorithm determines the emotion aroused by stimulus.
- Emotions Evaluated:
Little invasive equipment that does not need of electrodes attached to the head and measures brain activities by detecting electric pulses produced by neurons. Through the electroencephalogram of low resolution, it is possible to identify the level of arousal.
Eye tracking allows identifying where the gaze is directed at. Very important in communication, packaging and website usability studies, eye tracking identifies through heat maps the places where people dedicate more visualization, as well as blind spots. Perception, particularly, is able to synchronize the eye tracking with other devices to know what is the emotional and cognitive impact of determined visual areas. We are able to make a mapping of what was seen and the emotional impact of these elements.