At MI.ND Lab, we often serve mid-sized businesses that may not have in-house analytics and research capabilities. We believe that all businesses, big or small should be able to tap into the potential that data and insights of the consume and turn it into a working asset.
Neuroscience in consumer and market research works on the basis of studying your sensorimotor, cognitive and affective responses to sensory stimuli – how your body Subconsciously reacts to what you see, hear, smell, taste and feel gives us insight in what you really feel, like, remember and engage with.
When your brain processes stimuli, neurological events result in measurable physiological effects, which we can associate with certain emotions. These research techniques provide insight into your decisions and actions, which are crucial in understanding consumer behaviour.
Eye tracking measures eye position and eye movement. The position and movement of your eyes show us what you are drawn to and which features catch your attention.
EEG is a method of recording the brain’s electrical activity at the surface of the scalp. EEG can tell us whether you are engaged or whether you are being over-stimulated by sensory stimuli. The MI.ND Lab uses a headset with several sensors that are designed to fix to the surface of your head.
EEG is used in assessing advertising and website content to measure:
- Your level of attention and engagement
- Your emotional responses
- The extent of cognitive load from the stimuli
ECG measures the electrical activity of the heart to determine heart rate. Your heart rate fluctuations indicates calmness, excitement and fear. ECG is used to analyse consumers’ emotional responses to advertisements and other stimuli.
Facial coding (Micro expressions)
Facial coding is the analysis of facial expressions that enables researchers to determine your affective responses and levels of attention and engagement to stimuli. Even if you attempt to conceal your facial expressions, the true emotion is still briefly revealed through micro-expressions.
The MI.ND Lab uses software with complex algorithms to automate the facial coding process.
Galvanic skin response (GSR)
GSR measures the skin conductivity levels, typically of your fingers or palms, as an indication of fluctuations in sweat gland activity levels. These variations in conductivity are triggered by extreme emotional states or changes states.
A focus group is a form of qualitative research in which a group of people are asked about their perceptions, opinions, beliefs and attitudes towards a product, service, concept, advertisement or an idea. The MI.ND Lab is equipped to host two focus groups simultaneously and live video streaming from the rooms enables remote listening-in and watching of the focus groups.
Co-creation is about involving a community outside the business during the conceptual / ideation phase of a potential offerings’ development, in workshops and brainstorming sessions. This community may include various stakeholders from general consumers to representatives in the business.
The participants are made aware that they are contributing towards the development of ideas, concepts and products. Co-creation increases innovation capacity, velocity and accuracy and can actually reduce the time to market of new products and services.