Neuromarketing Science & Business Association (NMSBA)

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  • January 28, 2016 16:01 | Carla Nagel (Administrator)

    MediaCom will be incorporating Realeyes’ emotional intelligence into their creative testing and media planning processes.

    MediaCom will be leveraging how audiences truly feel to provide their client base with insights on creative and planning around every piece of content their partners produce or create in-house. This emotional intelligence will enable them to get better video content directly in front of the right people - giving them a 'prorietary advantage' over competitors says Mediapost.

    Read more:

  • December 18, 2015 16:14 | Simone Oude Luttikhuis

    Study Finds Shopper Anxiety at All-Time High; Identifies Three Key Shoppers Segments


    Forbes Consulting Group, a division of Copernicus, the leading market research company that creates direct dialogues with consumers’ emotional brains, released the results of its “Holiday Shopping Unwrapped: Shopper Motivations Revealed” study, finding that consumers are increasingly feeling deep anxiety and apprehension about holiday shopping. The study also found three key shopper segments this season that may impact how retailers target consumers: “Giving Is Love,” “Obligated Posers” and “Utilitarian Grinches.”

    The overall excitement for holiday shopping appears to be waning as consumers report putting in less effort when shopping for loved ones with 60 percent reporting strong effort for spouse/partner in 2015, compared to 73 percent in 2011 (19 percent decline) and 65 percent reporting strong effort for children, compared to 73 percent in 2011 (11 percent decline). In addition, shoppers are starting later than ever, possibly in an effort to avoid the anxiety caused by holiday shopping; 38 percent had not begun holiday shopping as of early December, compared to 24 percent in 2011.

    Forbes Consulting used MindSight® Motivational Profiling, their proprietary applied-neuroscience technique, to uncover emotional behaviors tied to holiday shopping and to identify three key shopper groups, each motivated by unique emotions. They are:

    ·         “Giving Is Love” segment – Shoppers who use gifting as a way to show love and gain acceptance, and who want to be admired for giving the best gifts (83% pride themselves on giving gifts no one else would have thought of). This group is also the least likely to put off their holiday shopping. MindSight® detected that holiday gift giving causes this segment anxiety stemming from a fear of isolation and rejection; to guard against such negative feelings, this segment feels it is important to “wow” the recipient, driving them to splurge on luxury items (52%) more than other segments.

    o    How retailers can best target this highly prized segment:

    -  Promote luxury - Focus advertising on luxury items to attract their attention. They will respond especially well to celebrity-endorsed and “in demand” collections as these provide indications of the “social proof” this segment craves.

    - Pin & ‘Gram your way to their list – Create and curate visually inspiring branded posts filled with inspiration for gift giving, including top-rated products, best sellers, and unique items that will help their gifts stand apart.


    ·         “Obligated Posers” segment – Shoppers who are primarily motivated by avoiding ridicule from peers. This group is notorious for starting late in the season and like to appear as if they’ve spent a lot of money when, in fact, they have not. They view holiday shopping as an obligation (53%) but seek to avoid looking incompetent, therefore spend just enough to create the impression of caring.

    o    How retailers can target this segment:

    -  Easy-peasy processing – Free shipping, easy returns and recommendations are preferred for this convenience-driven segment.

    -  Gift sets for that special someone –Promote gift sets that are easy to grab and appear to have great value at a discounted price. They will especially be attracted to the product(s) beautifully packaged in premium giftwrapping.


    ·         “Utilitarian Grinches” segment – These shoppers tend to feel so much anxiety during the holiday season that they retreat from the process -- as much as they can get away with. This segment is practical to a fault and when forced to gift, they prefer giving what they believe recipients “really need,” as opposed to want they want or asked for. Given the stress of the in-store experience, this group prefers buying online.

    o    How retailers can target this segment:

    -  Click-to-buy buttons – Invest in a click-to-buy button package to remove the irritation of a page by page checkout process.

    -  Emphasize practicality – Gift cards for “necessities” such as groceries, mass merchandisers, or home improvement stores, align with this segment’s utilitarian bent.

    “We were surprised at the increased level of anxiety felt by survey respondents this year, especially given the relatively better health of the economy compared to previous years,” says Dr. Jeremy Pincus, Senior Vice President at Forbes Consulting Group. “It’s possible that renewed fears of terrorism may be showing up as a growing need for feelings of security in the context of holiday shopping.”

    Holiday shoppers are increasingly seeking feelings of Security (safety) and Empowerment (freedom), as well as increased desires to feel a sense of Achievement (success) and to avoid feeling Incompetent. These desires come at the expense of traditional social motivations for holiday shopping, such as feeling of Belonging (connecting with others), Nurturance (loving and being loved), and Esteem (being admired by others).

    This trend suggests that the Giving is Love segment has actually been shrinking over the past few years (as this segment is defined by high levels of Belonging, Nurturance and Esteem, all in decline). Unfortunately, the trend suggests growth in Security-minded Utilitarian Grinches and Mastery-focused Obligated Posers.

    About MindSight:

    MindSight is a proprietary technique derived from applied neuroscience that uncovers the specific subconscious emotions driving consumer behavior in realtime. MindSight® has

    three key components:

    ·         The Emotional Discovery Window: Forbes Consulting Group's patent-pending rapid exposure-rapid response technique circumvents the influence of the rational mind – obtaining authentic subconscious emotional insight from consumers.

    ·         The Leading Model of Human Motivation: Forbes Consulting Group's academically accepted Unified Model of Human Motivation identifies the specific emotions driving consumer behavior – explaining why consumers act as they do. (See David L. Forbes, Ph.D., "Toward a Unified Theory of Human Motivation," Review of General Psychology June 2011).

    ·         Talking to the Emotional Brain: Forbes Consulting Group's proprietary image library contains hundreds of emotionally evocative images that have been statistically validated to correspond to the Unified Model of Human Motivation – enabling researchers to talk directly to the emotional mind.

  • 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 

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