Functional magnetic resonance imaging (FMRI) is generally considered the gold standard in academic circles for understanding human brain function. The technique works by measuring changes in neuronal activity across the whole brain as individuals perform different cognitive or emotional tasks.
In this way, it is possible to characterise and quantify the involvement of different cognitive and emotional responses during the perception and selection of different stimuli, including products, brands and services.
The range of different human emotions that can be measured using FMRI is extensive and includes complex feelings such as trust, the perception of value, conflicting emotions, love, disgust and many others. And because FMRI is the only non-invasive technique that is capable of measuring activity from deep brain structures such as those involved in memory encoding, craving and desire, it is often an ideal tool for use in new product development where knowledge about how the different sensory and experiential components of a product interact in the brain may be essential for design and development.
At Neurosense, we have over 13 years of experience in the design, implementation and analysis of bespoke brain imaging experiments for clients. Examples of the types of marketing problems that we have addressed using FMRI include: