Neuromarketing Science & Business Association (NMSBA)

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  • 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)

    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.

  • November 07, 2016 09:26 | Carla Nagel (Administrator)

    UK-based software solutions firm Sensum has upgraded its Sensum Insights neuromarketing solution, to include facial-recognition, eye-tracking & implicit testing technology - a first for a self-service solution, the company says.

    Sensum promises clients a clear overview of an audience's emotional response to content, products or experiences, via an online platform which combines data from traditional research with non-conscious data from wearable devices & biometric sensors. 

    Uses include understanding an audience's emotional responses to media, messaging, visuals and pricing. Clients can incorporate facial recognition and eye-tracking within traditional surveys; add additional data streams such as sweat response (GSR), motion and heart-rate data; track results in real-time; and instantly visualize, compare and download graphs & results. 

    CEO & co-founder Gawain Morrison comments: 'The ability to build a truly personalized relationship with consumers is what enables brands to not just survive, but thrive. We've specifically developed Sensum Insights to help marketers, creative agencies & researchers be able to do this in the most efficient, cost-effective and in-depth way possible'. 

    Web site: .

  • October 31, 2016 17:56 | Carla Nagel (Administrator)

    Today the options to increase the awareness of your company for 2017 are announced. New options include featuring your company in the company directory, a logo in the NMSBA email newsletter, or an add in INsights. Have a look at all possibilities at this page

  • May 09, 2016 14:58 | Simone Oude Luttikhuis

    Would you like to work in Neuromarketing? Check out the below opportunities at Ipsos Neuro and Behavioral Science Center:

    Scientific Director, Neuro and Behavioral Science R&D

    Location: New York, New York

    Position Description: To lead Neuro and Behavioral Science R&D with curiosity, drive and scientific rigor, spanning focus on developing new knowledge regarding the process of consumer decision making and response to all aspects of marketing stimuli. The position includes evaluation of new methods, development of tools and applications; establishment of metric dashboards and advanced neuro analytics. The Scientific Director is also encouraged to contribute to industry knowledge through publishing and serve as consultant to the organization and clients. Positon leads an R&D team and reports to the Ipsos CEO of Neuro and Behavioral Science.

    Requirements: PhD in Neuroscience, Cognitive Psychology, Behavioral Economics or related field, plus experience working with market research applications using nonconscious measurement techniques especially Implicit Reaction Time Testing, Biometrics, EEG, Facial Coding and Eye Tracking. Required are strong statistic, design and analytic skills plus excellent written and verbal communications and highest ethical standards. The ideal candidate has sound judgment, talent and drive for innovation, humor and openness to travel.

    About Ipsos: Ipsos is one of the largest market research companies with offices in 87 countries. Our Neuro and Behavioral Science Center focuses on nonconscious measurement and developing methodologies and thought leadership across the organization and to multinational clients worldwide. Our services span communications testing, concept, product and sensory testing, brand health, loyalty, tracking, public affairs, etc.

    Applications for the above position can be sent to Elissa Moses

    Director or VP, Neuro and Behavioral Science R&D

    Location: New York, New York

    Position Description: The Director or Vice President, Neuro & Behavioral Sciences is a subject specialist in Neuro or System 1 applications to market research. The Director/VP will be a leader and steward of consumer neuroscience research projects for global clients and internal research & development to establish new techniques, products and approaches within the space of non-conscious emotional measurement and its applications to the field of market research.

    As a seasoned researcher with a strong System 1 academic foundation (neuroscience, cognitive neuroscience, behavioral sciences, psychology, behavioral economics) and experience with neuromarketing methods such as (implicit reaction time, biometrics, EEG, facial coding, etc.) the position will leverage academic and industry experience to deliver cutting edge research programs and present complex, insight driven results to clients.

    The ideal candidate possesses a depth of applied neuromarketing and market research industry experience as well as a strong relevant academic foundation. The candidate has excellent written and oral communication skills as well as a potential to publish/present at conferences, develop or grow their industry presence and a willingness to travel domestically and internationally. This position is based in New York or Connecticut.


    · Advanced degree in Cognitive Neuroscience, Psychology, Sociology, Neuroscience, Statistics, Neuro Economics or related field

    Related neuromarketing or behavioral science application industry experience

    Experience with fundamental market research verticals including copy testing, package testing, concept/new product development, shopper insights, etc.

    Experience applying biometrics, EEG, Eye-Tracking, Facial Coding, Implicit or other neuro/System 1 tools to market research

    5+ years of experience

    Ability to analyze and synthesize highly complex and varied data sets; to bring the data to life through story-telling and provide meaningful, action oriented recommendations to clients; design and communicate complex methodologies to internal and external clients/constituents

    Innate curiosity, independent thinking, innovative tendencies, sound judgement and intellectual honesty

    Applications for the above position can be sent to Jessica Reiter

  • April 15, 2016 17:59 | Simone Oude Luttikhuis

    NEW DELHI: Australian business degree school SP Jain School of Global Management is setting up an advanced neuro-marketing centre at its Singapore campus in the next two months. With this, the school aims to bring market research by introducing scientific study of the correlation of commercials and the emotions evoked by them.

    The lab, which will come at an undisclosed cost which the school did not disclose to ET, is being set up under Dr Nicolas Hamelin who has about 10 years of experience in marketing, consumer behaviour and advertising research.

    This will aim to provide researchers, marketing executives and managers with modern scientific tools and practical know-how to better understand consumers' emotional responses, attention, memory and decision making processes.

    "The advancement in cognitive and neuro-science have revealed that the subconscious and emotions play a big role in decision-making. Since a consumer's decision process mostly take place is the unconscious, it is important that the industry looks beyond traditional market research. Traditionally it was based on questionnaires," Hamelin told ET.

  • 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.

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