The Problem
NeuroFocus presents definitive solutions to the core problems faced by product designers:
- What are the emotional responses of consumers to our products?
- What components of the aesthetics grabs their attention the most?
- What is most emotionally engaging about our product?
- What shapes, colors, textures, generate the greatest emotional connection?
- What attributes of the product do consumers remember the most?
- What features do consumers seem to like and enjoy?
- What aspects of the interface seem “natural and intuitive”?
- What aspects of the interface do consumers struggle with the most?
- What aesthetic aspects of the interface do consumers emotionally connect with?
- What controls and features do they remember easily?
- What packaging adequately represents the brand attributes?
- What packaging resonates with the consumer and the product?
- What shapes, colors, and logo treatment in packaging grabs attention, and emotionally engages the consumer?
- What brand attributes, and ad attributes should be part of packaging to trigger consumer memory?
Our Breakthrough Solution
NeuroFocus brings to product design, feature selection, interface design, and packaging cutting-edge measurement paradigms to address attention, emotion, engagement and memory/retention in advertising. Our measurements are precise, unambiguous, and repeatable. Neurological measurements of visual impact, auditory impact and touch impact make the analysis unambiguous and precise.
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 product attributes (features, interfaces, and packaging) either in isolation or in preselected combinations using proprietary NeuroFocus protocols
- Data is acquired and processed by our neurophysiology and psychometrics teams
- Quantitative indicators of attention, emotional engagement, and memory/retention are calculated from every millisecond of neurological data recorded by high density arrays composed of hundreds of sensors
- Design feedback is provided to design teams on each of the chosen components based on analysis
- Recommendations for improving, refining, and reusing segments of the design are provided
Business Value of Product Impact Analysis
NeuroFocus indicators of attention, emotional engagement, and memory/retention are objective quantitative measures that reflect actual neurological responses of the consumer to your ad. The unique value of such effectiveness testing is:
- Maximize effectiveness of the ad campaign
- Accurately predict and correlate ad impact with point of sale purchase
- Minimize cost of redesign and rework by identifying consumer responsive features early on
- Increase component reuse by identifying components of the ad with greatest cross customer resonance
- Optimize media buy time and click through fees by accurately measuring habituation responses
- Optimize overall ad campaign and sequencing by accurate measurement of attention, emotional engagement, and memory/retention habituation
Who Should be Interested in this Offering
- Advertising agencies
- PR firms
- Consumer research agencies
- Market research agencies
- Industry trade groups
- Corporate marketing departments
- Product design and development departments
- Public relations departments
What Modalities—TV/Radio/Print/Internet
- TV Advertising Effectiveness – Commercial spots, pods, and product placement
- Radio Advertising Effectiveness – Commercial spots
- Print Advertising Effectiveness – Magazines, Newspapers, Billboards
- Internet Advertising Effectiveness – Popups, One-liners, AdSense
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