The Technology

We measure electrical activity in the brain, taking readings from a number of sites that are known to be associated with cognitive functions that are relevant for market research:

The study participants wear a helmet and visor with sensors on the scalp that measure the electrical activity in the brain while watching a television program with the associated ad breaks.

Know how your consumers think about your brand.

This process delivers a wide range of advantages to advertisers as it can scientifically measure consumer reactions to content at a level that the individual will not be aware of consciously.

This is a high quality method of research due to the process of measuring brain activity without any human questioning that may unintentionally influence participant response.

The Neuro Insight method delivers results on four key areas of brain activity most valuable to advertisers. These are attention, emotional response, memory encoding and engagement.

As a result this research delivers a range of performance metrics to illustrate the impact of low clutter in consumer engagement and brand equity.

  • Attention

    Attention refers to the concentration and focusing of mental effort – a focus that is selective, shiftable and divisible. Attention refers to the concentration and focusing of mental effort – a focus that is selective, shiftable and divisible.

  • Emotion

    There is widespread recognition that the ‘generation’ of emotion is one of the most effective means of getting attention and encouraging successful long term memory encoding. Emotional measures assessed by Neuro-Insight distinguish between two aspects of emotional experience – Emotional Intensity and Emotional Valence.

  • Memory

    Neuro-Insight measures brain activity indicating how strongly experiences are being stored (encoded) in long-term memory – so we are looking not at what is already in memory, but what is being put in, on a second by second basis. “Long-term” memory deals with things that will be remembered for anything between half an hour and a lifetime.

  • Engagement

    Engagement refers to the sense of personal relevance and involvement that an individual feels in response to a portrayed situation. High engagement is associated with increased brain activity in a number of regions including the prefrontal and orbito-frontal cortex.

  • Why it Works

    Many of the functions of our brain take place at a sub-conscious level. These can be very important in shaping how we feel about things and how we react to them, but these responses cannot be picked up through conventional research.

  • Commercial Applications

    Since 2005, Neuro-Insight has led the way in the commercial application of patented neuromarketing technology to understand consumer behaviour and make a difference to our clients advertising bottom line.