The Problem

NeuroFocus can help you resolve the classic issues that underlie brand management:

• Are consumers aware of the brand and its attributes?
• How relevant is the essence and meaning of the brand to the needs of the consumers?
• What unique characteristics and emotional themes do consumers associate with the brand?
• What are the core advantages consumers see associated with the brand?
• What do consumers remember about the brand?
• Does the brand and its mental imagery resonate strongly or weakly over the course of time in the consumer’s mind?
• And finally, would consumers advocate and endorse the brand over all others?

Our Breakthrough Solution

NeuroFocus brings to advertising cutting-edge measurement paradigms developed by neurologists to address challenges in attention, emotional engagement, and memory/retention. Our patented breakthrough brand measurement protocols utilize advances in neurological metrology and associative memory management to measure branding and image management. Our measurements are precise, unambiguous, and repeatable. Measurements of brand associations are done iteratively over many cycles and produce precise and unambiguous results.

Our Methodology and Deliverables

• Consumers are recruited, pretested, and familiarized with our session setup analytical equipment and techniques
• Consumers are pre-screened for demographic, attitudinal, behavioral, and psychographic segmentation
• Consumers are presented with a series of associations (verbal, imagery, and other associative links) through proprietary NeuroFocus protocols
• Data is acquired and processed by our neurophysiology and psychometrics teams
• Quantitative indicators of targeted associations of the brand are calculated from every millisecond of neurological data recorded by high density arrays composed of hundreds of sensors
• Brand strengths, weaknesses, and associations are broken down by demographic and presented back
• Recommendations for improving, refining and redefining the brand and image are presented

Business Value of Brand and Image Measurements

NeuroFocus indicators of brand and image association are objective quantitative measures that reflect actual neurological responses of the consumer to your brand. The unique value of such brand and image testing is

• Maximize long term effectiveness of brand management
• Accurately measure and showcase financial returns on brand and image management
• Minimize negative brand image by early identification of brand and image problems
• Minimize brand risk
• Optimize brand associations through appropriate verbal and image associations

Who Should be Interested in this Offering

• Advertising agencies
• PR firms
• Consumer research agencies
• Market research agencies
• Corporate marketing departments

What Modalities—TV/Radio/Print/Internet

• TV Brand and Image Management – Commercial spots, pods, and product placement
• Radio Brand and Image Management – Commercial spots
• Print Brand and Image Management – Magazines, Newspapers, Billboards
• Internet Brand and Image Management – Popups, One-liners, AdSense