Our process and engagement with the customer typically include five stages:
DEFINITION OF THE SCOPE for the neuro research:
After initial introduction, our team engages in a discussion with the customer to identify and confirm specific needs, challenges and “pains” they are facing. This can be done remotely or during a face-to-face meeting.
DESIGN of the neuromarketing research:
We translate the scope agreed with the customer into specific neuro research protocols and decide on:
- Sample size and sample characteristics. The actual sample size differs depending on the metrics being tested, but the typical research sample includes approximately 30 participants. In case when target groups need to be tested in different locations, the sample size, consequently, increases.
- Metrics (e.g. positive emotion, engagement, cognitive load, etc.) and the stimuli to be tested (e.g. videos, images, etc.). It is important to decide which kinds of neuro measures would most reliably answer specific research questions. We discuss in advance what each metric means and its validity for the outcomes we want to achieve in order to align our vision with customer expectations.
- Methods. Depending on the customer’s need, in addition to physical testing, we might appeal to specifically designed implicit surveys and other neuroscience-based techniques to produce further insights.
- Testing environment ( lab or real premises such as bank branch, supermarket and so on) Finally, we arrange logistics and configure the software for the data collection.
At the set date our highly trained team of experts fly to the location agreed with the customer, run tests on participants and record the data. The testing can last from 20 minutes per participant to one hour per participant depending on the number of stimuli we are testing. This time includes calibration of devices per participant to prevent any possible skewness, and completion of questionnaires we have for them at the end of the process (we always compare brain subconscious reactions with conscious answers). We then return to our laboratory to process the data we collected.
The expert neuro analysis team uses designated software to analyze the data and produce the measurements. We work with iMotions - the most innovative neuro software available at the moment. Still, iMotion functionality is sometimes not entirely enough to satisfy all our research needs and so, we enhance the analysis by looking into the data produced by each device’s accompanying software or/and other, usually academic, neurosoftware. Our scientific contribution is in the integration of all the variety of elements per study and through the algorithms that our scientist have developed and are constantly improving on how we measure, especially with EEG, like: emotions, engagement and confusion.
INSIGHTS, REPORT AND PRESENTATION:
At this stage the data team delivers the measurements to our experienced consulting team that develops the detailed explanations and recommendations for the client. The results of our investigation are then presented in a meeting to the customer by both teams. We aim to deliver the information in the most comprehensive and attainable format, as such, the typical report we produce normally includes: pre-agreed scope, description of the methods and stimuli, the measures on these stimuli we obtained, description and explanation of every result, as well as proposal on further recommended implementations to be made and action items for the customer.