Our implicit reaction time tests measure consumers' subconscious responses to brands, brand attributes, new products, advertisements, celebrity endorsers, packaging, websites and a host of other marketing stimuli. Because the subconscious brain responds more quickly than conscious processes, by presenting words (e.g. brand attributes or visual images) on a computer or tablet and training respondents to react in less than a second, we are able to capture consumers' subconscious emotions and implicit attitudes uncontaminated by conscious thoughts, even when consumers are unaware of how they really feel.
This method of uncovering subconscious biases and emotions has been employed by academic cognitive psychologists for over 30 years and is referred to as "psychophysics". There is now a wealth of peer-reviewed literature validating the psychophysical approach. The particular paradigms and tests developed by Neurosense are unique and have been designed especially for commercial applications. Most of our online psychophysical implicit tests have been validated alongside FMRI scans where the results of the two approaches have been shown to be highly correlated. Our range of implicit response time tests are extremely flexible and have been translated into multiple languages to allow for the study of cross-cultural differences in brand and product perception.
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Brainlink is our flagship product, which can be administered online and in any country and language. It is fast, easy to use and requires no specialist equipment other than access to a PC/Laptop and the internet. Many of the world's largest organisations use Neurosense's Brainlink™ range of products to gain deeper insights into the non-conscious emotional attitudes and feelings experienced by consumers. Brainlink™ was designed to capture deep-seated feelings and emotions and is an ideal online tool by which to capture consumers' implicit biases to products and brands.
Brainlink™ is used for:
Create a truly multisensory consumer experience
SenseLink™ is a tool developed specifically to analyse the subjective multisensory experience that consumers have as they interact with a product through each of the five senses. The tool can be used with sensory and consumer panels to deconstruct flavours and aromas and to measure how the different multisensory facets of a product or package interact in order to shape the consumer experience.
SenseLink™ is used for:
The personality of a brand is couched in the story it tells.
The Neurosense Brainlink Archetype Test (N-BAT™) is the world's first online implicit reaction time tool designed specifically to identify which archetype(s) best fit with your brand. The test also reveals the relative strength of archetypal association, and can be used to top and tail exposure to marketing material to test the extent that a campaign evokes a specific archetype.
Personality is not who you think you are, it's who you really are.
The Neurosense Implicit Measure of Personality (N-IMP™) is widely used to segment consumers at a deep, emotional level, rather than just based on their demographics. Because traditional methods of measuring personality are prone to biases from image management, disguising one's feelings or simple lack of insight into the real nature of our own personalities, N-IMP™ captures the true personality traits of any target audience.
Learning, memory, and emotion are strongly linked with attention, even in the absence of conscious awareness.
Stimuli that capture our attention are highly salient - they have strong personal significance and are associated with personal rewards involving physical and social well-being. This "attentional capture" occurs at the subconscious level of brain processing. Products, logos, advertisements and other marketing media that can capture automatic attention have a significant advantage over their competitors as the information is more likely to be committed to memory.
The Neurosense Attentional Capture Task (N-ACT™) measures the attention-grabbing capacity of different marketing materials and can be used to compare alternative designs for products, logos, brochure designs or set of attributes (textural descriptors).
A child-friendly version of N-ACT™has also been developed, which we call the Ladybug Task, in which the child respondent has to search for the location of a small image of a ladybird within the visual display.
Positive perceptions of a product have been linked to positive emotions - we are more receptive to a product or concept when we feel good; we are also more likely to take action on an issue if we are made to feel bad about inaction (e.g., the negative feelings when viewing images of poverty can spur us into doing something about it, such as donating to a relevant charity).
The Neurosense Emotional Arousal Task (N-EAT™) evaluates consumers' emotional reactions to product-related stimuli. Respondents evaluate images on an emotional-arousal scale but within a fixed timeframe. The scale has two dimensions - emotional arousal (emotional intensity) and valence (positivity or negativity), and by examining response latencies on these two scales we calculate the emotional response to the image. This task can inform marketers about how consumers are likely to react to their brand, products, logos, new designs and advertisements.
The brain is a complex network that processes vast quantities of information every second.
Neurosense Real-time Affect Monitoring tool (N-RAM™) has been developed to measure the second-by-second shifts in an audience's emotional response during the perception of advertisements, movie trailers and other dynamic communications such as radio broadcasts and televised political speeches. N-RAM™ offers a more flexible solution to current EEG approaches to real-time analysis of emotional engagement as the number of emotions measurable by N-RAM™ is not limited by the technology.
N-RAM™ is now used by creative agencies and the entertainment industry to understand how different creative executions influence an audience's emotional state on a scene-by-scene basis.
Successful celebrity endorsement owes far more to the plausibility of the brand fit, than simply fame itself.
Successful use of celebrity endorsers capitalise on the so-called "halo effect" whereby the positive attributes associated with the individual are transferred to the brand being endorsed. The strategy works well providing consumers perceive a plausible fit between the brand and the endorser. But often these relationships are difficult to predict based on explicit consumer feedback because our biases about the nature of relationships tend to occur subconsciously.
The Neurosense Implicit Celebrity Endorsement test (N-ICE™) extracts these deep-seated associations in consumers' minds to ensure the best fit between your brand and potential celebrity endorsers.
N-ICE™ is also ideally suited for identifying the best fit between a brand and models or actresses used in advertising and promotional campaigns.
When something that we have no strong feelings towards (such as an unfamiliar product or brand) is paired with something that evokes a positive response, the positive feelings tend to be transferred to the novel stimulus. This phenomenon is called evaluative conditioning and psychologists have been using this method to help marketers build positive associations with brands. But knowing which image is most effective for any particular product or brand is not always intuitively obvious as one person's positive image is another person's neutral one.
Our online tool BrainWise™ is based on the principles of evaluative conditioning, allows clients to explore the relative effectiveness of different images in enhancing consumers' perceived pleasantness of a product. BrainWise™ is routinely used to inform advertising campaigns on the most effective images or attributes that will promote the brand or product.
Increasing globalisation has meant that packaging is constantly undergoing redesign to cater for different cultural preferences and changing retail environments. With the amount of information on food packaging (e.g. environmental and health-related) similarly on the increase, how can the packaging design industry meet these demands while simultaneously retaining the important visual cues that are implicitly used by consumers to find their preferred brands amongst cluttered retail displays?
Studies have shown that what people think they attend to, and what they actually attend to, can be very different indeed. Perceiving a label or visual design cue as important is entirely different to actually paying attention to it.
N-PACK™ was developed in-house to identify the subtle visual cues on a pack that consumers pay most attention to, even when they are not conscious of it. The test, which is carried out online, involves deconstructing the visual information on pack designs in order to determine which items are most salient in consumers' minds.