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