Neuromarketing Science & Business Association (NMSBA)

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  • December 12, 2017 15:33 | Carla Nagel (Administrator)

    Neurensics announced cross cultural neuromarketing research new MRI-scan-locations in New York, Barcelona and London for neuro-research.

    In the past, there has already been done some neuromarketing research in foreign countries, but with the arrival of new international customers, Neurensics is now certain of scan locations in New York, Barcelona and London.

    This Amsterdam based company, founded by scientists and marketers, studies and improves the effectivity of marketing-stimuli like campaigns, designs, packaging, propositions and brands by using MRI-scanners that can look straight into the brain of consumers. With over 50.000 brain scans concerning behavioural intention, the company builds on a unique database for behaviour predictive benchmarks.

    De Munnik: “We are very proud to start in New York, known as THE city of advertisement. I thought that we would primarily do pre- and post-tests of commercials over there, but also our brand studies are a success.”

    Neurensics is the first company in the world to execute commercially scalable MRI-studies. By taking this next international step, the company offers her customers neuromarketing research in 10 countries in North- and South-America and Europe. For the first time in history it is possible to study cross cultural effects of brands and campaigns in the brain.

  • October 24, 2017 09:01 | Carla Nagel (Administrator)

    Today Centiment, an IBM With Watson company at the forefront of neuroscience development for emotional intelligence, founded by a cadre of data science visionaries, and Brandthropologie Media, a boutique consultancy that harnesses creativity to solve business problems, with a focus on helping brands embrace cognitive technologies to best prepare them for the future, announced a joint venture. The alliance will unite the two firms enabling them to introduce an Emotional Intelligence Accelerator platform designed to help businesses catalyze their growth through a unique blend of AI, neuro-based technology and business consulting services.

    More information: www.brandthropologie.com


  • October 11, 2017 10:30 | Carla Nagel (Administrator)

    GSK Consumer Healthcare has launched a new high-tech ‘consumer sensory lab’.



    The lab, located at the firm’s UK headquarters in Brentford, aims to understand consumers’ sensory preferences, working alongside the existing ‘shopper science lab’ to understand consumer preferences and behaviours throughout the product development process, all the way to the bathroom cabinet.

    The Consumer Sensory Lab will test a broad range of products, using state of the art eye-tracking devices, facial and skin biometric monitoring systems and recording devices.

    Through doing so, GSK Consumer Healthcare’s team of sensory and consumer scientists can assess a range of conscious and subconscious reactions to products during the development process and use this data to quickly translate insights into both product improvement and new product development.

    Two dedicated 12-person consumer panels, whittled down from more than 400 applicants and selected for their elite sensory perception, have undergone up to six months of training to ensure they can provide detailed feedback on the taste, texture, smell, and other properties of everyday healthcare products such as toothpaste and cough syrup.  

    Products will be tested by the panel during eight weekly sessions, meaning that consumer preferences will be incorporated throughout the product development process.  

    GSK has a similar facility in New Jersey, USA, where the Consumer Sensory Lab has led to changes across a range of product lines. This dedicated capability of consumer and sensory understanding has led to new breakthrough innovations.  

    For example, research identified that consumers experience burning sensation when they have heartburn and desire a cooling effect to soothe this. The Sensory and Product development teams worked together to take this insight and develop cooling technologies that could be used in an antacid. The findings fed directly into ENO Cooling Powder, available in both Latin America and Asia, which now delivers on strong sensory-based claims like “fast/ instant cooling.”  

    Along with the combined Consumer Sensory, Shopper Science and Research & Development Lab in New Jersey, there is also a Shopper Science Lab set up in the GSK Asia House in Singapore. The success of these facilities has led to the establishment of the UK-based combined laboratory, which the company says will be key to understanding European consumers.

    Sally Loughlin, senior director, consumer and sensory innovation, at GSK Consumer Healthcare, said: “We are delighted to launch our Consumer Sensory Lab which will help us understand the needs of consumers both in the UK and Europe more widely in a way that simply wasn’t possible before when using household products.  

    “An immense amount of product testing goes on behind the scenes here each day and the Consumer Sensory Lab, working in tandem with our Shopper Science Lab, allows us to understand the needs of consumers all the way from the lab bench to first use.  

    “This is the first time both facilities have operated on the same site and we believe they will provide substantial consumer insight – both for existing and developing products – which will allow us to refine the items we offer for many years to come.”

  • September 29, 2017 14:02 | Carla Nagel (Administrator)

    Ipsos Marketing has launched a screening approach called DUEL, which taps learnings from behavioral science and cognitive psychology to capture consumer reactions without the use of scaled responses.

    Paul CroweUsing a device-agnostic gamified approach, DUEL can test claims, logos and package images, with turnaround in as little as 24 hours. The approach is 100% mobile capable, and offers options for a clickable phrase exercise to understand word impact, and the possibility of adding open-ends with text analytics. Clients receive detailed diagnostics, including recommendations about which items to pursue, rework, or eliminate, as well as those that have broad appeal as opposed to niche potential. <

    Paul Crowe (pictured), SVP, US, Ipsos Marketing, explains: 'Our new testing approach is very similar to a virtual duel - with items pitted against each other on-screen in a series of contests. Instead of using traditional scales, respondents see a series of images two at a time and quickly choose the one they prefer. Winning items go onto the next round until a final winner is chosen. We are not only able to understand consumers' explicit System 2 preferences, but also their intuitive System 1 reactions by capturing the indirect measure of reaction time'.

  • September 26, 2017 12:16 | Carla Nagel (Administrator)

    CoolTool releases “Emotions in Browser” tool, fully integrated into professional survey

    Measuring emotions in browser allows to get more accurate research data than in a controlled test environment. Respondents complete surveys not in laboratories but in settings which are normal and comfortable for them – in places where they come across standard advertising as well.

    In CoolTool solution for neuromarketing research NeuroLab, the emotion measurement tool was always integrated directly into a professional survey, enabling researchers to obtain better insights and now it allows measuring emotions in browser as well. 

    What does it mean?

    This ability of measuring emotions in browser has two major advantages:

    • you don’t need an application to measure emotions (only a webcam)
    • you can carry out emotion measurement using mobile devices.

    Conduct emotion measurement tests twice as fast without an application: just create a survey, upload the required materials and proceed to data collecting.

    The only requirement which respondents should meet – having their device (laptop or smartphone) equipped with a camera. You can get access to respondents and measure their emotions during the testing just by sending a link for the survey directly to:

    • e-mails of respondents/customers (you can upload your own contact list to the system);
    • members of respondents’ panels;
    • subscribers in the social media.

    What are the main benefits for respondents, agencies, and clients?

    For respondents: they can complete tests from both a mobile device or a laptop wherever they want.

    For agencies: it’s easier to reach out to respondents as well as collect the data faster, as there is no need for them to install the application.

    For clients: benefit from more accurate research data, as respondents complete surveys not in laboratories but in settings which are ordinary for them – in places where they come across standard advertising as well.

    Furthermore, this technology is currently free of charge for the CoolTool clients. No Neurolab credits (conventional units of accounting for the number of projects implemented with the application of neuromarketing technologies) will be charged from your CoolTool account. Emotion measurement with the application of Neurolab app will be also available and relevant fees will be charged in accordance with your subscription plan. 

    How does it work?

    Currently, this tool is compatible with the following internet browsers: Chrome, Opera, Microsoft Edge and Firefox.

    Cooltool guarantees the high quality of the collected data if you follow a number of simple rules:

    • Have a functioning camera (integrated into the device, or any other web-camera connected to the computer);
    • the premises where the test is conducted should be well-lit, but no direct sunshine should penetrate the test area
    • the face of the respondent should be located in the center of the frame.

    The team of CoolTool developers will continue working in this direction, aiming at presenting a full-fledged eye tracking tool for browsers in the nearest future. 


  • June 29, 2017 09:05 | Anonymous

    Tobii Pro, the global leader in eye tracking research solutions, announces a new solution for conducting high-end, eye tracking research within immersive virtual environments (VR) - Tobii Pro VR Integration. The research tool, based on the HTC Vive headset integrated with Tobii eye tracking technology, comes with the Tobii Pro software development kit (SDK) for research applications. Researchers can collect and record eye tracking data from a VR environment with pinpoint accuracy and gain deeper insights on human behavior.

    Eye tracking research in immersive VR is transforming how studies can be conducted and opens up entirely new possibilities in psychology, consumer behavior, and human performance. Through VR, researchers have complete control over a study environment which allows them to run scenarios that previously would have been too costly, risky or difficult to conduct in real life.  

    “Combining eye tracking with VR is growing as a research methodology and our customers have started to demand this technology to be part of their toolkit for behavioral studies. The Tobii Pro VR Integration is our first step in making eye tracking in immersive VR a reliable and effective research tool for a range of fields. It marks our first major expansion of VR-based research tools,” said Tom Englund, president, Tobii Pro.  

    Through eye tracking in VR:

    • Researchers can get deeper insights to the shopper journey and a store environment can be readily duplicated in the virtual world without having to go through the time and money of setting up an actual store. Shopper behavioral tests can be conducted on products pre-production as well as the effectiveness of campaign messages. 
    •  Researchers can study anxieties, phobias and PTSD in entirely new ways where they can fully control the visual stimuli, such as spiders or stressful situations, and regulate the experience in a safe environment without putting the participants in serious distress. 
    •  Skills in a variety of fields can be tested without risk e.g. surgery procedures on virtual operating rooms where the visual strategies of an expert can be applied to new training protocols.  
    •  An objective, unbiased look at what drives decision-making and reactions in the virtual world is obtained, providing unparalleled insights into how people act in these virtual environments for a deeper understanding of human behavior in the real world.  

    “Eye tracking in immersive VR will open up opportunities for new ways of evaluating research questions that leverage the ability to control the environment and the net gain for researchers will be stronger insights that will be more predictive of real-world behaviour,” said Dr. Tim Holmes, director of research and development at Acuity Intelligence and Honorary Research Associate at Royal Holloway, University of London. 

    The technology behind the Tobii Pro VR Integration 
    Tobii Pro VR Integration is a retrofit of the HTC Vive business edition headset with a seamless integration of Tobii eye tracking technology. It is capable of eye tracking all types of eyes, collecting binocular eye tracking data at 120 Hz (images per second). The solution allows study participants to move naturally while wearing the headset without compromising the user experience or the output of the eye tracking data. 

    The solution comes with Tobii Pro’s software development kit (SDK) enabling eye tracking data collection for both live interactions and analysis. The Pro SDK supports millisecond synchronization and gives researchers the freedom to build analysis applications customized to their research on either Matlab, Python, C. or .Net compatible with Unity.

  • May 22, 2017 14:57 | Carla Nagel (Administrator)

    CoolTool released a one-stop solution for affordable full-cycle neuromarketing research – NeuroLab.  It’s a combination of eye tracking, emotions measurement, EEG and mouse tracking solutions that allows to collect data, cross-analyze data, create real-time reports and share it with your clients. With NeuroLab you can test printed or digital advertising, website usability, video, product packaging, design and shelf placement.

    CoolTool it is a platform for conducting research yourself and collaborating with those who can help you with your projects.


  • May 17, 2017 17:39 | Carla Nagel (Administrator)
    Tobii today announced that it has acquired substantially all of the assets of Sticky, a company that provides a cloud-based product enabling large-scale market research studies using webcam eye tracking.


    Sticky will be integrated with the business unit Tobii Pro, the global leader in eye-tracking research solutions. "I am very pleased to welcome Sticky into the Tobii family. The acquisition of Sticky delivers on our strategy to grow our efforts within large-scale eye tracking data analytics and expands Tobii Pro's market research offering", said Henrik Eskilsson, CEO of Tobii. "Tobii Pro leads the market in bringing eye-tracking insights to commercial brands, researchers and organizations and Sticky's cloud-based platform will be a great complement to our existing eye-tracking solutions", said Tom Englund, president of Tobii Pro. Sticky was established in 2009. It is headquartered in San Francisco with offices in New York and Stockholm and employs 15 people. Sales for 2016 were approximately USD 1.5 million (approximately SEK 13 million) with an EBIT of USD -2.8 million (approximately SEK -25 million).
  • January 26, 2017 16:45 | Carla Nagel (Administrator)

    Ogilvy today announced the creation of the Ogilvy Center for Behavioral Science. The Center, which will work across the Ogilvy group, will focus on establishing a new system to define how audiences think, feel and behave to improve marketing and communications effectiveness. Christopher Graves will assume the role of President and Founder of the Ogilvy Center for Behavioral Science effective immediately. Graves will work with Carla Hendra, Global Chairman, OgilvyRED and Vice Chairman, Ogilvy Worldwide Board.

    „Behavioral science will create a real edge for us in the marketplace,” said Carla Hendra, Global Chairman, OgilvyRED and Vice Chairman, Ogilvy Worldwide Board. „We are thrilled that Chris has agreed to take on this new role as he is one of the industry’s most recognized experts in the field and will help us to transform the way we understand and move people on behalf of our clients.”

    As part of its work, the Ogilvy Center for Behavioral Science will tap a huge and fast-growing body of research to help clients identify the levers most likely to shift behaviors and change attitudes. To do this, Graves and the team have created a new navigation tool called AMOS, named in honor of one of the founding fathers of behavioral economics, Amos Tversky.

    „Recently we have all seen how traditional demographics research can fail spectacularly in predicting outcomes – especially in a polarized, ‚post-fact’ environment,” said Graves, „but behavioral scientists look beyond demographics and beyond what people say, to the inner workings of how people view the world and create their own identities.” Graves noted behavioral scientists have shown that instead of targeting people, understanding them works better. Behavioral science helps us do that, creating far more effective ways to help clients achieve better outcomes.

    The Ogilvy Center for Behavioral Science will do just that, plus create a comprehensive, new approach to achieving client goals by combining the legendary Ogilvy expertise in brands, with new cognitive and behavioral insights. The approach is called „B4” due to its focus on Brand, Brain, Behavior, and Bias.

    Graves said he spent eight years finding, digesting and sorting research, but the key was creating a way for non-scientists to use the findings in practical ways. „This is not a niche,” cautioned Graves, „It drives big increases in effectiveness for everything from health and wellbeing, the environment, personal finance, social issues, politics, crisis management, employee engagement, and sales of products and services.”

    The Ogilvy Center for Behavioral Science will launch in Q1 2017 and will scale across Ogilvy over time. The Center will appoint a board of scientific advisors as well as partner with and build on the groundbreaking work of the behavioral expert practice group, Ogilvy Change, based out of London and Washington, DC — led in the UK by Vice Chair Rory Sutherland and Managing Director, Mark Lainas, and led in Washington, DC by Executive Vice President, Tony Silva — with further centers in Paris, Sydney, Milan, Madrid, Wellington and Johannesburg.

    Additionally, the Ogilvy Center for Behavioral Science will partner with other behavior change specialists such as research giant WPP’s Kantar to create new cognitive insights, and with WPP Government to help in large-scale population behavior change for quality of life improvement.

    Christopher Graves has led the industry as a proponent for bringing more behavioral science into communications. The Rockefeller Foundation honored Graves in 2016 with a prestigious Bellagio Residency, the Holmes Report named him a Top 25 Innovator, and he is a WPP 4-time Atticus Award honoree for thought leadership. Graves also co-founded the behavioral insights initiative at the Institute for Public Relations. His behavioral and cognitive insights writing has been featured in the Harvard Business review and widely cited in media.

    Graves has served at Ogilvy Public Relations for a combined 12 years – as Global Chair, Global CEO, and APAC Regional CEO. Graves just completed two terms as Chair of the PR Council and he is an elected life member of the Council on Foreign Relations.

  • December 06, 2016 11:49 | Carla Nagel (Administrator)
    RSM

    Rotterdam School of Management, Erasmus University (RSM) and Alpha.One have signed an exclusive two-year partnership to conduct joint research in the field of consumer neuroscience. Under the agreement, RSM and Alpha.One will design research and exchange data and expertise, aiming to generate academic publications and commercial business applications. To achieve this, Alpha.One will contribute research capacity to RSM.

    “At RSM, we highly value engagement and interaction with business in practice,” says RSM Dean Steef van de Velde about the partnership. “This is a great opportunity to combine the academic rigour of our marketing department with practical relevance.”

    Ale Smidts, chair of the Department of Marketing Management at RSM adds: "We see lots of benefits in jointly designing research and further developing this exciting scientific field with Alpha.One. Exchanging expertise with one of the market leaders makes this a true partnership.”

    "We are looking forward to extending our successful co-operation with the scientific leader in this domain,” says Coen Olde Olthof, CEO of Alpha.One. “We will build on the knowledge and expertise of RSM to continuously improve our products and services. This partnership will not only benefit our clients but the industry as a whole."

    Rotterdam School of Management, Erasmus University (RSM) is one of Europe’s leading research-based business schools. RSM provides ground-breaking research and education furthering excellence in all aspects of management and is based in the international port city of Rotterdam – a vital nexus of business, logistics and trade. RSM’s primary focus is on developing business leaders with international careers who carry their innovative mindset into a sustainable future thanks to a first-class range of bachelor, master, MBA, PhD and executive programmes. Study information and activities for future students, executives and alumni are also organised from the RSM office in Chengdu, China. www.rsm.nl.

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