FMRI DePsypher™

DePsypher™ is our proprietary FMRI analysis software that allows clients (including syndicate studies) to evaluate creative executions against our bench-marked norms.

DePsypher™ was developed following years of FMRI brain scanning of television commercials for which sales uplift figures, awards and other business objectives were obtained. Advertisements scoring highest on these measures evoked activity in a key set of brain networks amongst respondents. These are:

  • Brand loyalty
  • Memory encoding
  • Brand empathy
  • Brand salience
  • Brand liking
  • Brand recognition

DePsypher™ measures the extent to which an advertisement, campaign, political speech or other dynamic creative footage activates these key neural networks in order to predict consumer responses without the need for verbal feedback.