Neuroscience for market research
advertising and web design.
Why neuroscience?
The mental processes involved in economic decision making are mostly unconscious and partly mediated by emotions.
With the application of neuroscience to market research, we can overcome the criticality of traditional methods, that do not allow to grasp the real motivations behind a specific behavior, partly due to the fact that such motivation is even beyond consumers' and users' awareness.
Studiare l’attivazione cerebrale o le risposte fisiologiche, però, non significa avere la macchina della verità. È necessario correlare questi dati con altre misurazioni, comportamentali e non, per interpretarli correttamente.
So, don't trust those who claim to be lie detectors!
Don't lose sight of the goal:
In order to understand your users and consumers, you need to understand their real opinions, emotions, and behaviors of individuals, not only the self-reported ones.
The scientific approach we apply to the study of human behavior draws on our expertise in the fields of behavioral economics, psychology, decision-making, neuromarketing, marketing and communication.
And, of course, we rely on our innovative tools and technologies.
Sensory Neuromarketing
Un prodotto di successo deve sapere catturare la nostra attenzione, attivare i nostri sensi, suscitare piacevolezza e farci emozionare.
Thanks to the olfactometric analysis tramite naso elettronico siamo in grado di analizzare l'esperienza sensoriale olfattiva degli individui, che costituisce un ottimo predittore del comportamento umano.
Possiamo inoltre tracciare e analizzare l'esperienza visiva degli individui. Grazie all'applicazione dell' eye-tracker we are able to verify the performance of the proposed visuals in terms of visibility, and recognizability, and study the reactions they elicit in order to improve perceptual-emotional performance and maximize effectiveness.
Emotion recognition
The emotions and the "gut feelings" largely determine interest and purchase. Understanding emotions and knowing what stimulates emotional responses allows you to optimize the user experience (online and offline).
Our goal is to measure what attracts attention, which elements create engagement and elicit certain emotional states.
We are committed to studying emotions across the board, starting with facial emotion recognition (with the adoption of face reading technologies), but also from vocal cues (prosodic analysis through PRAAT) and frequencies associated with different attentional and cognitive states (withEEG ).
Implicit Customer Surveys And Market Research
Customer surveys and classic market research are very sensitive to the social desirability bias, that is a tendency to provide answers that we think are expected from us or are more appropriate with respect to the social and cultural context of reference.
We fine-tune these classic search methods by including behavioral tasks that allow recording unspoken preferences, that are often beyond the control and awareness of the often consumer.
This allows us to identify the true determinants of customers and consumers satisfaction.
Scopri il nostro Blog Umana HR
Tantissimi contenuti dal mondo della ricerca scientifica, curati e revisionati dal nostro team, dove ti spieghiamo le potenzialità del neuromanagement e delle tecniche di ricerca delle scienze comportamentali e delle neuroscienze, applicate al mondo delle HR.
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