Methodology

How we uncover human truths that can define your brand's strategy

Our tool kit uses a combination of neuroscientific and traditional methods to provide unique, objective, and actionable insights

Eye Tracking

Eye tracking is a technology that measures and analyzes eye movements, including gaze direction, fixation points, pupil dilation, and saccades (rapid eye movements), to understand visual attention and cognitive processing

It provides insights into subconscious preferences, attention allocation, and decision-making processes by revealing what captures and holds a consumer's focus

It can be used along or in combination with other methods such as in-depth interviews, focus groups, and surveys

Galvanic Skin Response

GSR, also known as electrodermal activity (EDA), measures changes in skin conductance due to sweat gland activity, driven by the sympathetic nervous system

It’s a direct indicator of emotional arousal intensity

GSR is particularly effective for detecting subtle, unconscious emotional responses

Heart Rate / Electrocardiogram

A recording of the heart's electrical activity through repeated cardiac cycles

Typically measured in beats per minute (bpm) via electrocardiogram (ECG) or pulse sensors, HR reflects autonomic nervous system activity, particularly the balance between sympathetic (fight-or-flight) and parasympathetic (rest-and-digest) systems

It indicates physiological arousal, which can be linked to emotional intensity

Unlike GSR it is more sensitive to specific emotions and has higher temporal precision

Implicit Associations

A reaction time based task that measures subconscious attitudes or beliefs by observing how quickly people categorize words or images, with faster responses indicating stronger, less conscious associations

Implicit Association Tests can be used to uncover hidden consumer preferences and brand perceptions

Traditional Quantitative Methods

Analysis of numerical data collected from large samples through methods like surveys and experiments to test hypotheses and draw statistically significant conclusions about market phenomena

Methods include statistical modeling of consumer behavior using regression, clustering, or predictive analytics to identify patterns and forecast market trends

Traditional Qualitative Methods

In-depth understanding of consumer motivations, feelings, and behaviors using methods like focus groups and in-depth interviews, emphasizing face-to-face interactions to gather rich, non-numerical data on a small, purpose-selected sample

Methods include focus groups, one-on-one, in-depth conversations, observation techniques, ethnographic research

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