Scientifically-validated

Technology.

Biometric measures like facial coding, galvanic skin response, and eye tracking can measure a consumer’s physical reaction, but not whether the consumer will remember what they saw.

Many neuromarketing and neuroanalytics firms selling brain measurements rely on EEG technology. But the electrical signals measured through EEG must still be translated into scientifically-validated indicators of consumer behavior — something many providers can’t do.

Neuro-Insight developed Steady State Topography (SST), a proprietary technology that assesses the speed of processing in different parts of the brain: it can actually measure the neural “top-down” processes that indicate key psychological markers like long-term memory, decision-making, and hedonic valence.

Peer-reviewed

Metrics.

When a neuromarketing provider claims it can measure attention, memory, or emotion, that’s frequently inaccurate. Humans often don’t even truly know how they are feeling or why they act the way they do — so how can you be sure that your provider is assessing such complicated facets correctly?

Neuro-Insight’s key metric, Long Term Memory Encoding, is proven to be indicative of in-market advertising performance. We don’t claim that we can tell how an ad makes people feel — rather, we tell you how likely it is that viewers will remember your brand and product. High levels of long-term memory encoding during branding moments have been scientifically proven to correlate with an increase in sales. In other words, if your brand and key message are strongly encoded in long-term memory, clients are more likely to act on the message.

Marketing-specific

Methodology.

It’s vital that a neuromarketing provider test creative in its natural environment: if the creative is a TV advertisement, then it should be tested on a TV screen, during a primetime show, through a single consumer viewing. Multiple-view testings, shown out of context and to a restrictive sample size, can skew key findings.

Neuro-Insight’s studies use a minimum of 50 people in an environment most native to a real-life viewing. Ads can be tested on TV screens, laptops, and mobile devices, and our robust technology takes accurate readings in just one exposure. If desired, multiple viewings can uncover the number of viewings that lead to brand fatigue.

Scientifically-validated

Technology.

Biometric measures like facial coding, galvanic skin response, and eye tracking can measure a consumer’s physical reaction, but not whether the consumer will remember what they saw.

Many neuromarketing and neuroanalytics firms selling brain measurements rely on EEG technology. But the electrical signals measured through EEG must still be translated into scientifically-validated indicators of consumer behavior — something many providers can’t do.

Neuro-Insight developed Steady State Topography (SST), a proprietary technology that assesses the speed of processing in different parts of the brain: it can actually measure the neural “top-down” processes that indicate key psychological markers like long-term memory, decision-making, and hedonic valence.

Peer-reviewed

Metrics.

When a neuromarketing provider claims it can measure attention, memory, or emotion, that’s frequently inaccurate. Humans often don’t even truly know how they are feeling or why they act the way they do — so how can you be sure that your provider is assessing such complicated facets correctly?

Neuro-Insight’s key metric, Long Term Memory Encoding, is proven to be indicative of in-market advertising performance. We don’t claim that we can tell how an ad makes people feel — rather, we tell you how likely it is that viewers will remember your brand and product. High levels of long-term memory encoding during branding moments have been scientifically proven to correlate with an increase in sales. In other words, if your brand and key message are strongly encoded in long-term memory, clients are more likely to act on the message.

Marketing-specific

Methodology.

It’s vital that a neuromarketing provider test creative in its natural environment: if the creative is a TV advertisement, then it should be tested on a TV screen, during a primetime show, through a single consumer viewing. Multiple-view testings, shown out of context and to a restrictive sample size, can skew key findings.

Neuro-Insight’s studies use a minimum of 50 people in an environment most native to a real-life viewing. Ads can be tested on TV screens, laptops, and mobile devices, and our robust technology takes accurate readings in just one exposure. If desired, multiple viewings can uncover the number of viewings that lead to brand fatigue.

Richard Silberstein

Chairman

Professor Emeritus Richard Silberstein, Neuro-Insight’s founder, serves as Board Chairman, Chief Scientist, and director of Neuro-Insight’s research program. The originator of the Steady State Topography (SST) methodology Neuro-Insight uses to measure brain activity, he is enthusiastic in his quest to link academic and commercial neuroscience research—especially when Neuro-Insight commercial findings shed new light on basic brain processes.

  • Professor Emeritus, Swinburne University of Technology
  • President, Neuromarketing Science and Business Association (2011 – 2016)
  • Chairman of the Advisory Board, Neuromarketing Science and Business Association (2011 – 2016)
  • Chairman, Executive Committee, Pan Pacific Conference on Brain Electric and Magnetic Activity (1993 – 1998)
  • Member, Australasian Psychophysiology Society (President 1997, 1998)
  • Director, Swinburne Centre for Applied Neurosciences (1985 – 1996)
  • Head, Department of Physics, Swinburne University of Technology (1986 – 1995)
  • Founding Director, Swinburne University Brain Sciences Institute (1996 – 2002)
  • Member, Strategic Health Investment Review Committee, Department of Human Services, State Government of Victoria. (2000 – 2003)

Positions

Our Research

First-Dose Methylphenidate–Induced Changes in Brain Functional Connectivity Are…

ABSTRACT BACKGROUND: Attention-deficit/hyperactivity disorder (ADHD) symptoms are most commonly treated with stimulant medication such as methylphenidate (MPH); however,…

Dopaminergic modulation of default mode network brain functional…

Abstract Introduction: Recent evidence suggests that attention deficit hyperactivity disorder (ADHD) is associated with a range of brain functional…

Brain functional connectivity abnormalities in attention-deficit hyperactivity disorder

Abstract Introduction: Recent evidence suggests that attention-deficit hyperactivity disorder (ADHD) is associated with brain functional connectivity (FC) abnormalities. Methods:…

Measuring Emotion In Advertising Research

With the current interest in the role of emotion in advertising and advertising research, there has been an…

Brain activity correlates of consumer brand choice shift…

Abstract This study uses brain activity measures to examine the relationship between television advertising and changes…

Brain-imaging detection of visual scene encoding in long-term…

Abstract Brain imaging, by steady-state probe topography, was used to investigate whether a distinct pattern of brain electrical…

Conceptual closure: The impact of event boundaries on…

Abstract This paper introduces the idea of ‘conceptual closure’ in television advertising and reveals how small executional changes…

The Power of Social Television: Can Social Media…

Abstract Marketers everywhere are paying close attention to radical changes in consumer behavior and engagement provoked by the…

The Neuroscience of Social Television

Book Chapter in Handbook of Research on Integrating Social Media into Strategic Marketing – Nick Hajli ed. Book…

Steady state visually evoked potential (SSVEP) topography in…

Abstract The steady state visually evoked potential (SSVEP) elicited by a diffuse 13-Hz visual flicker was recorded from…

On the Relationship of Synaptic Activity to Macroscopic…

ABSTRACT A two-scale theoretical description outlines relationships between brain current sources and the resulting extracranial electric field, recorded…

Gender differences in the cortical electrophysiological processing of…

Abstract The processing of visual emotional stimuli has been investigated previously; however, gender differences in the processing of…

Functional Brain Electrical Activity Mapping in Boys With…

Abstract BACKGROUND: Symptoms of attention-deficit/hyperactivity disorder (ADHD) have been associated with frontal lobe deficits. We used a novel…

Frontal steady-state potential changes predict long-term recognition memory…

Converging evidence from event-related potential and functional brain imaging studies suggests that the brain activity at posterior regions…

Exploring the temporal dynamics of the spatial working…

Abstract The neural networks associated with spatial working memory (SWM) are well established. However, the temporal dynamics…

Examining the Neural Correlates of Choice Behavior in…

Abstract The present study investigated the behavioral and neuropsychological characteristics of decision-making behavior during a gambling task as…

Dynamic sculpting of brain functional connectivity and mental…

Abstract: Changes in long-range synchronization are considered a key mechanism for the integration and segregation of cortical regions mediating…

Cortical neurophysiology of anticipatory anxiety: an investigation utilizing…

Abstract The precise role of the cortex in human anxiety is not well characterised. Previous imaging research…

Augmentation of serotonin enhances pleasant and suppresses unpleasant…

Abstract The serotonergic system is one of the major systems targeted in thepharmacological treatment of a wide…
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“In my opinion, the Neuro-Insight presentations by Richard Silberstein are consistently the best in the field of neuromarketing. He demonstrates the utility value of his SST neuroscience methodology, showing examples of important findings that traditional research systems would very likely miss. He deserves his reputation as a thought leader in this new and exciting industry.”

Dr. Robert Heath

Associate Professor of Advertising Theory, University of Bath

“SST was developed to address some of the measurement issues associated with EEG. The reviewers feel that SST provides a good solution to some of those issues, and they applaud the efforts at validation reflected in a large number of the vendor’s peer-reviewed publications over the last decade. In addition to methodological issues related to the SST measurement, these publications have also focused on validating ‘implicit’ memory measures. The scientists think that this method can enhance the accuracy of the readings and reduce the potential for errors, that is, interpreting spurious signals as ‘real.’”

Advertising Research Foundation

ARF Neuro-standards whitepaper

Full compass with layersAsset 3
Full compass with layersAsset 3

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Whether you’re a brand, agency, or publisher, we know how to activate against your business objectives. We connect you to the deepest level of consumer decision-making: the subconscious.