REPUBLIC OF KOREA’S ECONOMY EMERGING AMONG WORLD’S LEADERS IN HARNESSING BRAINWAVE MEASUREMENT FOR MARKET RESEARCH
Dr. A. K. Pradeep, CEO of NeuroFocus, Top Global Neuromarketing Company, Visits Seoul to Demonstrate Power of Neurological Testing
BERKELEY, CA. June 23, 2009 – The most advanced form of market research is rapidly being adopted by some of South Korea’s leading companies, highlighted by the visit this week to Seoul by Dr. A. K. Pradeep, Chief Executive Officer of NeuroFocus.
Neurological testing—‘neuromarketing’, as it is commonly known—involves capturing consumers’ actual brainwave activity in response to stimuli. As the world’s leading neuromarketing company, NeuroFocus works with a large number of global companies, including Google, Microsoft, Citigroup, CBS, and other Fortune 100 firms.
“South Korean companies are known for world-class products, and some of their brands have become strong category leaders,” Dr. Pradeep said. “To achieve and sustain that leadership requires world-class market research. Neurological testing is by far the most advanced, accurate, and actionable methodology for that purpose, which is why major companies worldwide have turned to us for our expertise. Now South Korean companies are realizing how powerful and effective our technology can be for them as well. I am pleased and honored to have the opportunity to talk with them.”
Dr. Pradeep is in Seoul this week, meeting with senior South Korean corporate executives. Those companies have requested confidentiality, for competitive business reasons. A team of NeuroFocus executives is accompanying Dr. Pradeep, and they will be demonstrating the firm’s patented technologies and methodologies for brainwave measurement and analysis. The South Korean news media is invited to experience identical demonstrations.
NeuroFocus acquires consumers’ brainwaves by deploying high-density arrays of EEG (electroencephalographic) sensors in full-brain coverage. As many as 128 separate sensors capture brainwave activity in specific regions of the brain, at 2,000 times a second for each sensor. After several billion data points are gathered, up to 40 billion floating number points of computational processing power are applied to analyze them.
The result is extremely precise measurements of attention, emotional engagement, and memory retention, ranked on scales from 0-10; plus a fourth score, combining these three to determine Overall Effectiveness. Three more measurements are also derived: purchase intent, novelty, and awareness.
“The reason we concentrate on these seven specific measures is that modern neuroscience has shown that they are the critical components that the subconscious mind uses to form product interest, purchase propensity, and brand loyalty, among other key factors,” Dr. Pradeep added. “Measurements at this deep level of the subconscious are essential for companies to understand fully how consumers truly respond to their products, their packaging, their brands, their marketing, and the in-store shopping experience. The brain whispers those truths, and we listen.”
Author:
Thomas Robbins, PR Director
tom.robbins@neurofocus.com
510.367.1920 | 
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