"The science of today is the technology of tomorrow."
Edward Teller
Communication beyond the unspoken
Our tools
Science uses technology to get to the emotions.
Find out which tools we use to create projects capable of involving your customer in the best way
EEG - Electroencephalogram
Thanks to some electrodes placed on the scalp it is possible to measure the electrical impulses with which the neurons communicate with each other.
The person interacts with a stimulus and the impact on the brain can be understood.
For example, it is possible to measure the brain activation states that an advertising, a packaging or a website are able to evoke in people: decisive parameters for marketing and communication, for the launch of a product for example.
The electrical signal of the brain is reproduced through a graph, the electroencephalogram and it is a computer that analyzes the results and presents them to the consultant.
Eye Tracking & Visual attention analysis
The measurement of eye movements, fixation points, pupil dilation are not only an indication of "where a person is looking" but also of the threshold of visual attention and activation of higher cognitive processes.
Useful in areas such as: purchasing behavior, in-store experience, user interface for websites, mobile applications and software, research on packaging and products, online and offline advertising and videos.
Through these analyzes it is therefore possible to understand where people look, which details capture their interest, the visual path they take to reach the information they are looking for.
Facial Emotions Analysis
In the 1960s, Paul Ekman paved the way for research on the recognition of emotions thanks to an in-depth analysis: classifying the people seen in photos by assigning an emotion.
Today, facial expression analysis is ideal for research on visual communication, including; television advertising, branding, packaging and website rating research by capturing the expressions and emotions that people display in their daily lives, when conducting research or when receiving a wide range of stimuli.
Galvanic Skin Response
The measurement of micro sweating, in fact, an increase in sweating corresponds to a greater activation of the sympathetic nervous system, that is, the system that makes us "activate", which mobilizes our energy in the muscles and prepares us for action.
In fact, when the sympathetic nervous system is activated, the eccrine glands are activated and fill the sweat ducts and the saline properties of sweat modify the ability to conduct electricity. This type of glands are mainly concentrated on the palms of the hand and feet.
The sensors that are applied to measure skin conductance apply a very light electric current, then measuring the time taken to transmit the impulse from one electrode to the other. This measurement system, however, does not distinguish a positive or negative emotional activation but only highlights an activation of the nervous system. For this reason, skin conductance measures what in technical jargon is called arousal or the general activation we feel and the intensity of the emotion itself.
Implicit Reaction Time Testing
Many of our thoughts, ideas and beliefs are formed when we are unaware of their impact or when we are not prepared to admit their impact on us. This is where neuroscience and our neuromarketing research techniques come into play.
We build on the system studied by Daniel Kahneman, (Slow and Fast Thoughts) the implicit reaction time test measures differences in reaction time as an indication of the strength of the association. Research shows a strong relationship between response speed and how closely or strongly a concept is associated with an element, such as a brand, advertisement or idea.
We use this tool to measure the unconscious engagement of responses to a variety of stimuli and questions. Implicit Reaction Time Testing can be incorporated into a number of research methods, such as; Face-to-face interview, Hall test, or incorporated into any online survey without additional equipment or hardware.
Interview
Using validated questionnaires, we analyze the conscious and rational part of the people we compare with the unconscious in order to have complete and correct information on issues such as perception and memorization of a product or service.
