Neuromarketing Science & Business Association (NMSBA)

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  • December 11, 2015 09:00 | Carla Nagel (Administrator)

    New AdEmotion capability targets multiple points on a face, which Sticky says cannot hide feelings

    What marketers really want is to literally see and feel what their customers and potential customers are seeing and feeling.

    Today, visual engagement analytics platform Sticky takes a step closer to that goal, with the addition of emotional tracking to its eye-tracking services. The New York City-based company’s clients include AOL and Orbitz.

    Called AdEmotion, the new capability — being released as an open beta — tracks dozens of points on a face to analyze micro-expressions and other facial movements that can depict emotional states. Test subjects opt in to having their images taken and analyzed through the webcam, remotely or in a lab.

    Sticky has previously employed eye tracking to provide insight about where customers’ attention is directed. It was initially funded by eye-tracking firm Tobii in 2009 to implement the Sweden-based company’s infrared eye tracking through a webcam using regular video and still images, and the resulting product was launched in 2011.

    Eye tracking is useful for letting marketers know exactly where people’s attention is directed on a web page, a product package, a print ad, a point-of-sale installation or any other information that can be shown on a screen.

    Sticky president Jeff Bander acknowledged that there are now many companies doing eye tracking, as well as companies like Virool that do Web-based emotion tracking. But, he said, no one else offers both eye tracking and emotional tracking with a self-service dashboard so that marketers can quickly set up their own experiments.

    He noted that, previously, Sticky was sending its eye-tracking results to emotion detection companies like Affectiva, to merge the two analyses.

    In the initial beta phase of AdEmotion, he said, marketers used it often for A/B testing. Sticky says it doesn’t yet have data on whether the new capability makes a difference on bottom-line metrics like sales or brand recall.

    With eye tracking, he said, McDonalds was able to determine that an expensive ad it bought for an entire day on the Yahoo home page was not being noticed by most users.

    With the addition of emotional tracking, Sticky says it can now show if a user who found a video ad humorous was actually looking at the brand’s logo at any time in the viewing. If not, there’s likely no positive rub-off to the brand.

  • November 23, 2015 15:45 | Simone Oude Luttikhuis

    Nielsen Consumer Neuroscience in Shanghai is searching for fresh graduates! 

    Nielsen Consumer Neuroscience is the market leader in neuroscience marketing tools for advertising, branding, product development, packaging and entertainment.

    They are searching for two types of graduates:

    1. Fresh graduates who can be trained as Neurophysiologists

    As a Neurophysiologist, you will set up, run and evaluate studies/experiments for collection of EEG & physiological data, as well as continuously monitoring the incoming data. 


    • Bachelor degree in Neuroscience, Bioengineering, Biology or Psychology preferred.
    • Familiarity with EEG, GSR, peripheral biometrics and eye-tracking data collection is a plus.
    • Experience in biological data collection with human subjects preferred.
    • Excellent communication and interpersonal skills.
    • Excellent communication and interpersonal skills in Chinese (Mandarin) and English.

    2. Fresh graduates who are from more of a commercial/business side. 

    Having studied Neuromarketing is not essential but would be useful for joining Nielsen Neuro.

    Nielsen will hire a large number of graduates for other parts of the business for which any course of study is fine. Excellent communication and interpersonal skills in Chinese (Mandarin) and English. In addition, we will always be interested in receiving profiles of experienced people too.

    To apply, go to: This is general information about the graduate recruitment for China, and includes a link to apply.

  • October 28, 2015 16:18 | Simone Oude Luttikhuis

    Neurons Inc are proud to announce the partnership with True Impact Marketing, which the the leading neuromarketing agency in Canada. Last week, Neurons Inc CEO Thomas Z. Ramsøy and True Impact CEO Diana Lucaci signed the agreement between the two parties.

    The partnership between True Impact and Neurons brings the best solution for Canada and extending well into the US on understanding consumers’ unconscious drivers of preference and choices.

    “Running reliable consumer neuroscience research has been part of our strategy since we opened doors in 2012,” says Diana Lucaci. “Our partnership with Neurons Inc. moves us more firmly in this direction, as they bring not only academic rigour, but a deep understanding of commercial applications that our clients need and want.”

    For Neurons Inc, Dr. Ramsøy states: “We are currently seeing a global expansion, and are in need of strong local representatives that not only understands the science, but also are world class at interpreting and translating results into actionable insights for clients. With True Impact, we have a partnership that will strengthen our current work in North America even further.”

    Lucaci adds: “This move is focused on providing more value and a higher breadth of services. As the market research landscape shifts, Neurons and True Impact are at the top of their field, positioned to win as trusted business advisors. It is our goal to make sure our clients have the tools, science and strategy to not only generate buzz for their products and services, but also turn great publicity into an established brand.”

    To read more about the two companies, go to and

  • October 08, 2015 13:00 | Carla Nagel (Administrator)

    BVA has just received this year's prestigious Excellence for Best Paper award at the ESOMAR Congress in Dublin.

    The ESOMAR Excellence Award for Best Paper is awarded to a paper presenting an innovative and creative research approach, likely to meet the challenges faced by market research today.

    The paper entitled "French Government: Nudge me Tender" presents the nudge approach led by BVA and the Secretariat-General for Government Modernisation (SGMAP) in partnership with the General Directorate of Public Finances (DGFiP) to encourage French users to use online tax administration services.

    It was authored by:
    - Eric Singler, BVA, France
    - Etienne Bressoud, BVA, France
    - Françoise Waintrop, SGMAP, France
    - Richard Bordenave, BVA, France

    The Jury commented on this paper that it is : "[an] excellent paper with immediate applications of the nudge design. Grounded in a solid business case with proven results and more to come.”

    The prize rewards the ambition of the BVA Nudge Unit which uses Behavioural Economics and nudge to bring about behavioural change in companies and local authorities.

  • May 27, 2015 20:28 | Carla Nagel (Administrator)

    In a bid to further hack its way into the consumer psyche, Nielsen has completed its acquisition of the Boston-based neuroscience firm Innerscope Research.

    Founded in 2006 by neuroscientist Dr. Carl Marci and MIT alum Brian Levine, Innerscope uses biometrics such as brain scans and galvanic skin response to measure subconscious emotional responses to media and marketing.

    By monitoring a subject's heart rate, skin conductance and neural activity in certain key areas of the brain -- as the cradle of memory formation, the hippocampus is obviously of keen interest, as are the nodes that regulate emotion and identity -- Innerscope says it can provide marketers with unique insights into the complex interrelation between consumers and content.

    Hypothetically, the act of (virtually) cracking open the skull and exposing the subconscious should go a long way toward allowing marketers to gain a better understanding of how their creative "works" on the consumer psyche. From there, it's all a matter of using that information to develop ads that are more engaging, more engrossing and more effective.

    "In an increasingly cluttered media landscape, we give our clients the insights to allow them to break through," Dr. Marci said, calling Nielsen's acquisition of Innerscope an inflection point for neuroscience-based media research.

    Financial terms were not disclosed. This marks Nielsen's second foray into acquiring neuroscience assets; the company bought the global marketing research firm NeuroFocus outright in 2011, three years after it made its initial investment in the company.

    Nielsen will now merge Innerscope with NeuroFocus. Dr. Marci will serve as the chief neuroscientist of the newly branded unit, which will now be known as Nielsen Consumer Neuroscience.

    "Putting the two units together creates a scale in consumer neuroscience that is fairly unmatched," said Nielsen Consumer Neuroscience President Joe Willke.

    The combined operation is also examining consumer consumption patterns and the interrelationship between content and media platforms, he said. One recent study measured the frequency with which viewers shifted their focus from a standard TV set to a personal device such as a tablet or smartphone. More specifically, the researchers were looking to capture the "head snap" moment, that instantaneous shift back from the little screen to the big screen.

    Other ongoing studies include an examination of ad retention as a function of duration and the host media platform and a multigenerational analysis of multitasking. Hint: The older you are, the more terrible you are at doing two things at once.

    While Nielsen Consumer Neuroscience isn't able to directly observe how viewing the "Star Wars: The Force Awakens" trailer floods the synapses of a viewer's amygdala with dopamine -- that sort of thing would be prohibitively expensive and insanely invasive -- it argues that the peripheral responses are a perfectly valid proxy. And media companies and consumer brands alike are buying in; among Innerscope's client roster are Turner Broadcasting, Procter & Gamble and the Campbell Soup Company."

  • April 15, 2015 11:30 | Carla Nagel (Administrator)

    Dentsu Aegis Network today announces the acquisition of Forbes Consulting Group, a leading full-service consumer insight firm headquartered in the US that provides deep insight into the emotional motivations that drive consumer behaviour. The acquisition of Forbes Consulting Group will bring Forbes’ patented suite of applied neuroscience methods, MindSight® emotional assessment technologies, into the network’s portfolio of industry-leading consumer insights tools.

    Headquartered in Lexington, Massachusetts and founded in 1985 by David Forbes, PhD, the firm specialises in providing deep psychological insights into a brand’s current customers and its overall marketplace through both quantitative and qualitative research and analysis. Its patented MindSight® tool was first introduced in scholarly journals in 2011 and is now used by many major brands.  It uses groundbreaking non-cognitive techniques to identify the underlying and often unconscious motivations that govern consumer behaviour and to measure the extent to which a brand’s communications and customer experience are activating these motivations.

    Forbes Consulting Group will become part of Copernicus, Dentsu Aegis Network’s data-driven marketing strategy consultancy, with Forbes Consulting Group’s founder David Forbes taking the position of Chief Innovation Officer of Copernicus.

    “Data and consumer insights continue to transform core business processes and decision-making for our clients,” said Rob Horler, CEO, Dentsu Aegis Network US.“The addition of Forbes Consulting Group to both Copernicus and Dentsu Aegis Network strengthens our ability to innovate and transform complex consumer data into strong business solutions, and allows us to move with speed and precision to help our clients grow.”

    "This acquisition represents an important component of our strategy to provide to clients a thorough, and actionable, understanding of what and why consumers will buy, and how companies can dramatically improve their marketing and innovation strategies,” said Peter Krieg, President and CEO of Copernicus. “Forbes Consulting Group’s expertise in deep consumer insights will advance our capabilities significantly, and the synergies between our companies present a strong value proposition for our clients.”

    “We are thrilled to be joining Copernicus and Dentsu Aegis Network. Our shared vision for the data-driven future of marketing, as well as our complementary sets of tools, capabilities, and values, makes this is a perfect match, and will increase our collective ability to guide better business and marketing decisions by our clients,” said David Forbes, Founder, Forbes Consulting Group.

  • March 20, 2015 15:08 | Simone Oude Luttikhuis

    source: realeyes

    Realeyes has licensed their leading emotion measurement technology to Virool as the basis of their ground-breaking eIQ product. For the first time ever, brands will be able to know exactly how their content is affecting consumer engagement live in session using Live Emotion Measurement.




    How It Works

    No need for a sample test audience as people opt-in from their own device wherever and whenever they’re watching, making the data collection instant for the brand and seamless for the viewer. 

    Emotion data is collected in real-time and instantly reported online, enabling brands to see how real audiences respond within a single dashboard and react to their content performance as it’s happening.

    Curious? Check out the demo.

    How It’s Used

    Getting emotion data in real-time enables brands to know which creative is performing well, and which demographic segment is best responding, making in-flight optimization fast and simple. You can also use it for pre and post-campaign analysis, from A/B testing multiple creatives, to measuring overall performance.

    > Read Blog.



  • February 10, 2015 12:03 | Carla Nagel (Administrator)
    iMotions recent software launch – Attention Tool 5.4 – comes with a full suite of additional best in class hardware integrations and features, enabling researchers to further elevate their research in a variety of disciplines. This release places iMotions at the forefront of automated human behavior research!

    Wireless integration with ASL eye tracking glasses in combination with EEG is now a reality allowing realtime feedback from in-store and real life environmental research.

    New plug and play integrations include the VT3 and VT3 mini eye trackers from EyeTech – their newest 60 hz eye trackers which comes at a very competitive price point.

    Additional plug and play integration to the high speed EyeLink 1000 eye tracker from SR Research and support for high precision synchronisation between the Tobii TX300 eye tracker and stimuli presentation via the Stimtracker.

    More information on: this website 

  • October 27, 2014 14:37 | Simone Oude Luttikhuis

    Click here to see the original post

    OMAHA, Nebraska and CAMBRIDGE, Mass (October 22, 2014) – iMotions and The University of Nebraska at Omaha (UNO) announces the brand new official home of the Jack & Stephanie Koraleski Commerce and Applied Behavioral Laboratory (CAB Lab) undefined a state of the art mega research facility that places the UNO College of Business Administration on the forefront of neuromarketing research.

    The lab, which will be officially dedicated on Friday, Oct. 24, in the UNO College of Business Administration, will allow scholars to explore topics including:

    - entrepreneurial insight
    – complex problem solving
    – individual and group cognition
    – team collaboration
    – cognitive biases in decision making
    – use of social media in extremist group’s propaganda
    – emotional effects of online advertising.

    Operations of the lab will be led by a core research group comprised of faculty from the College of Business Administration and from the College of Information Science and Technology. Initial research projects examine how online messages influence individuals toward violent groups, the cognitive processes underlying the development of novel and valuable solutions to strategic management problems, and the interaction of automation and human cognition when making decisions in times of stress and crisis.

    “We are so grateful for the vision and generosity of the Koraleski family,” Doug Derrick, assistant professor of IT Innovation at the UNO College of Information Science and Technology. “This lab will provide insights into some of the most important research questions of our day and will help unlock the connections between our thoughts, emotions, physiology and actions. These factors are the core of the human experience regardless of the field of research; thanks to the Koraleski’s foresight, UNO is now uniquely positioned to achieve meaningful understanding into these fundamental relationships.”

    The Oct. 24 dedication, which is invite only, but open to the media, will feature guests from industry, government and academia. Faculty and students trained on the Koraleski CAB Lab instrumentation and equipment will provide demonstrations of capabilities and discuss their research projects with guests. iMotions Founder & CEO, Peter Hartzbech, will also be attending.

    “A behavioral lab of this size and complexity differentiates UNO College of Business Administration from other universities in a significant way,” said Gina Ligon, assistant professor of management. “We benchmarked 22 behavioral labs in business schools and were able to build one that offers our researchers and collaborators a combination of the cutting edge technology that is just not found at any other school in the nation. This unique resource will allow faculty to be on the forefront of leadership, influence, decision making, and other applied behavioral research.”

    Conceived by a group of visionary researchers across multiple disciplines at UNO, the new Koraleski CAB Lab provides researchers with the tools to capture and analyze rich neuro-physiological data by combining eye-tracking, pupil dilation, facial expression, skin conductance (GSR) and electroencephelography (EEG).

    Additionally, the lab features a mobile component, which can be used in field research. This combination of technologies is rare among business schools.

    The College of Business Administration is partnering with Cambridge-based iMotions, the developer of the leading biometric and neuromarketing research platform, Attention Tool®, to provide the equipment/technology and software housed in the lab.

    “We are very proud to deliver leading edge technology to this brand new mega lab at University of Nebraska at Omaha,” iMotions Founder and CEO Peter Hartzbech, said. “It has been a long and thorough selection process and we are excited to bring this brand newly design mega lab up in the World class biometric research level from the get go. We look forward to follow all the exciting research and publications that will come out of this lab over the next many years.”

    For more information on the new Koraleski CAB Lab, or the Oct. 24 dedication, please contact Charley Reed, UNO media relations coordinator, at 402.554.2129

    Other Thoughts on the Lab from UNO Faculty

    “What is so exciting about the Koraleski CAB Lab is the opportunity it provides for researchers and students alike,” said Erin Pleggenkuhle-Miles, assistant professor of management. “Not only do faculty now have access to cutting-edge technologies that will provide a unique look inside the black-box of human cognition and behavior, but students have the opportunity to engage in that research undefined be it through participation in a study, or in assisting in research design. It is a unique situation at a business school and one that makes me excited and proud to be part of.”

    “As the availability and speed of information increases, the need to understand and model human cognition and behavior has become increasingly relevant,” said Leif Lundmark, assistant professor of management. “The end goal is to provide unique contributions to existing theory while simultaneously identifying practical improvements in how individuals and groups operate in a complex and dynamic business environment.”

    About iMotions A/S (
    iMotions is an eye tracking and biometric sensor software platform company originally founded in 2005, headquartered in Copenhagen, Denmark with a US office at MIT in Cambridge, Massachusetts, USA. iMotions develops and markets Attention Tool®, which is the most comprehensive, easy to use and scalable bio sensor and eye tracking software platform available in the market today. The platform is designed with and for Market Research companies, Universities, Usability Labs and Gaming companies, and Neuromarketers. iMotions has clients in 40 countries and many major Brands, Corporations and Universities use its Attention Tool software such as Harvard University, Yale University, P&G and Nestle.

    About the University of Nebraska at Omaha

    Located in one of America’s best cities to live, work and learn, the University of Nebraska at Omaha (UNO) is Nebraska’s premier metropolitan university. With more than 15,000 students enrolled in 200-plus programs of study, UNO is recognized nationally for its online education, graduate education, military friendliness and community engagement efforts. Founded in 1908, UNO has served learners of all backgrounds for more than 100 years and is dedicated to another century of excellence both in the classroom and in the community.

    More info »

  • August 06, 2014 14:42 | Simone Oude Luttikhuis

    The BVA-SGMAP case study on the nudge approach initiated with French taxpayers receives the recognition of the market research industry At the ESOMAR (international association of market research professionals) Congress, held in Nice from 7 to 10 September 2014, BVA won the Esomar Best Case History Award for its paper entitled "French Government: Nudge Me Tender". The prize was given by a jury of market research professionals among 210 papers submitted during the congress.

    BVA was awarded for the nudge approach aimed at providing support to the French Ministry of Finance and the Secretariat-General for Government Modernisation (SGMAP) to encourage French taxpayers to switch from paper to online tax returns. The award-winning paper outlines the various stages involved in the exclusive NudgeLab methodological process, as well as the results of this campaign. Nudge fosters behavioural change Nudge is a concept which stems from Behavioural Economics and has revolutionized understanding of people’s decision-making process. By gaining a better understanding of the way (both conscious and unconscious) in which people make decisions, they can be guided in the adoption of a behaviour which is good to them or the collectivity.

    Following years of experiments with leading researchers, in late 2013 BVA established its BVA Nudge Unit to support brands and public policies in speeding up behavioural changes using nudge strategies. A relatively recent approach in the market research sector which has earned its stripes with this recognition from the profession. The ESOMAR jury noted: " excellent paper with immediate applications of the nudge design. Grounded in a solid business case with proven results and more to come. » Further information about the "French Government: Nudge Me Tender" paper is available on the ESOMAR website under PUBLICATIONS 

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