Neuromarketing Science & Business Association (NMSBA)

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  • February 16, 2018 11:02 | Carla Nagel (Administrator)

    CoolTool introduces the new ‘Implicit Priming Test’ tool for finding out the subconscious attitudes

    You may have already come across such abbreviations as IAT (Implicit Association Test), IRT (Implicit Reaction Time test), SPT (Semantic Priming Task) as well as such notions as priming test, implicit memory, implicit attitude, etc. The Implicit Priming Test (IPT) by CoolTool* was designed as the improved version of the understandable SPT and the sophisticated IAT. It is a new technology for capturing and identifying the unconscious reactions to external stimuli: persons, brands, products. The IPT is a fully automated test that allows anybody (not only professional researchers) to determine people's preferences, stereotypes, and prejudices.

    How Implicit Priming Test works

    People can associate a brand or person with negativity even without being actively aware of it. While participating in surveys people may say they like it (because they think they like it). But in the real world, they wouldn't buy or use the brand. The reason for such behavior is hidden in the subconscious.

    Research showed that when we unconsciously agree with something, we respond within milliseconds. And if something contradicts our perception of things, we need time to think of the answer. Our automated IPT is built on this fact. The system compares the speed of response provision with the combination of objects and various characteristics to conclude which attribute (reliable, stylish, desirable, expensive, etc.) is associated more with Object A or Object B.

    When to use Implicit Priming Test

    The IPT allows marketers, researchers, and brand advertisers to find out if consumers' perception of the brand is different from the company's positioning of it. It will help them to create "correct" messages for their audience and differentiate the product from competitors.

    The brand image consists of rational and emotional attributes. As we know, our emotions sometimes can influence us more than our conscious mind. The IPT is able to measure which feelings people have towards look-alike things: one candidate in comparison with others, a chocolate bar with sugar and sugarless one, a local bank in comparison with an international one, etc.

    The Implicit Priming Test also suits when there is a high risk of false information being provided or the intentional concealing of real thoughts and opinions by respondents, or when there is an assumption that respondents have biased attitudes to the tested object. 

    What can you test

    IPT allows you to find out hidden attitudes towards many things: politicians, celebrities, TV presenters, actors, brands’ names, logos, symbols, color patterns, products’ names, packaging, international images of countries, etc. But it’s necessary to remember one thing. All the tested objects should be under the same conditions: you cannot test well-known and unknown objects together.

    Approaches used in IPT

    The Implicit Priming Test is a subset of IRT approach (Implicit Reaction Time) that combines elements of the Semantic Priming Task and the Implicit Association Test. Semantic Priming Task an easy to conduct, flexible test but with too simple a methodology. It gives only superficial conclusions about the preferences of respondents. At the same time, Implicit Association Test gives excellent results but too 'scientific' a methodology. It takes a lot of time and can make respondents tired.

    The Implicit Priming Test by CoolTool suits marketing and research needs:

    • it is easily adjustable,
    • isn’t boring for respondents,
    • it allows you to segment the audience in the report according to their attitude towards the objects. 

    IPT allows you to find consumers insights at a deep, subconscious level to predict their behavior more accurately than ever. It also is a part of NeuroLab and can be used in the combination with other neuromarketing tools. Define who or what is real "people’s choice."

  • February 12, 2018 12:31 | Carla Nagel (Administrator)

    Tobii has entered an agreement to acquire Acuity ETS, the largest reseller of Tobii Pro’s research solutions, and Acuity Intelligence, a neuroscience-based research and consultancy firm. The acquisition is aimed at strengthening Tobii Pro by enabling direct sales of products and services in the United Kingdom. The Acuity businesses will be integrated into the Tobii Pro business unit, global leader in eye-tracking research solutions.

    Based in the United Kingdom, Acuity ETS serves a range of businesses and the academic community with eye tracking research solutions. Acuity Intelligence has extensive experience in cognitive and behavioral research methods and conducts eye tracking studies on behalf of global brands. Through the acquisition, Tobii Pro establishes its own office in the UK and gains access to direct sales in one of its primary markets. Tobii Pro will also be able to expand its research consultancy Tobii Pro Insight, serving the many global brands headquartered in the UK. Included in the deal, Tobii acquires analytics software for eye-tracking studies in VR environments.

    “Acuity has been working closely with Tobii Pro since 2008 and has extensive knowledge of our eye-tracking products as well as the local market. By integrating our organizations, we aim to gain synergies and increase sales effectiveness in both solutions and services sales,” said Tom Englund, President of Tobii Pro. “I’m very pleased to welcome the Acuity teams to Tobii Pro and to continue our long-term relationship, now as direct colleagues.”

    “Further, Acuity’s VR analysis software tool will become part of Tobii Pro’s product portfolio during 2018, allowing our customers to collect eye tracking data to analyze and visualize what people pay attention to in VR environments. This end-to-end solution will further strengthen Tobii Pro’s position in meeting the strong demand for eye-tracking studies in VR,” Englund continues.

    Acuity ETS and Acuity Intelligence are based in Reading and together employ eight people. Net sales in the combined entities for 2016/2017 were approximately GBP 2 million, corresponding to approximately SEK 22 million. Under the terms of the agreement, the acquisition will be finalized later this month, and the process of integrating the operations will begin immediately. The payment will be paid with cash at hand. Additional financial information will be disclosed in Tobii’s interim report for the first quarter 2018.

  • February 08, 2018 12:08 | Carla Nagel (Administrator)


    L&E Research, and Others, Among Initial Partners

    NEW YORK – February 7, 2018 – Global digital agency, Isobar, has announced today the launch of its MindSight Direct Partner Program, giving leading research companies the ability to differentiate their offering by adding the emotional testing platform, MindSight Direct to their toolkit.  The program, lead by Jessica Azoulay, Vice President of Isobar’s Marketing Intelligence Practice, launches with four initial members: L&E Research, thinqonline, Research Engine, and Sprout Research.

    MindSight is a revolutionary method for studying unconscious emotions. Now with MindSight Direct, Isobar offers brands the award winning technology coupled with the speed and flexibility they desire.  The Partner Program allows research companies to leverage MindSight Direct to provide a more comprehensive offering to clients while also allowing Isobar to extend the reach of its MindSight Direct product to new markets and customers.

    “Today’s insights require a holistic approach,” says Jessica Azoulay, VP at Isobar.  “Long gone are the days of one tool, one technique.  Instead researchers must integrate multiple approaches to generate true a-ha moments.  Our scalable non-conscious emotional testing tool MindSight Direct, has the speed, depth and cost effectiveness partners seek to boost the ROI of their current offerings.”

    Research providers have hit a crossroads.  Clients are becoming harder to keep up with, particularly as they continue to shift focus to faster and less expensive, insights. MindSight Direct is positioned to support those demands and also works well as a supplement to other research methods that the providers have in their arsenal.

    “The decision to become a MindSight Direct Partner was an easy one,” says Brett Watkins, President, L&E Research.  “As a Partner, we are able to offer a wider range of services to our clients that will enable us to provide more comprehensive results in the quick time frame they desire.”

    “MindSight Direct is the perfect addition to our product suite,” says Yaron Brenman, Founder and Managing Director, thinqonline. “In today’s fast paced environment, clients are facing tight deadlines and need answers quickly. MindSight Direct represents a new and disruptive way of delivering actionable insights for brands in lightning speed.”

    The Partner Program gives brands and research providers access to the emotion science research needed to uncover and understand consumer behavior in an effective way.  For more information on the Partner Program, please visit:

  • February 06, 2018 16:58 | Carla Nagel (Administrator)

    Some new eye tracking products and solutions are presented at the CES 2018. The latest research achievements of eye tracking technology are introduced as follows.

    aGlass DK II

    aGlass DK II is the first commercial eye tracking product adopting deep learning techniques in the market. It is designed as a plug-in form, which can be plugged and played, and it is natively compatible for HTC Vive. aGlass DK II can make eye tracking of full vision in VR equipment. Its tracking precision is less than 0.5° with latency less than 5ms, which has reached the world leading level. In addition, myopic lens of 200°, 400° and 600° can be plugged in. With multiple functions, such as foveated rendering and gaze based interaction, it can be applied to eye virtualization for socialization, eye movement analysis and iris in-vivo detection.

    The First AR Eye Tracking Solution

    Eye movement and gaze are essential to Augment Reality (AR). 7invensun has introduced the cutting edge eye tracking technology to the realm of AR. Integrated into AR goggles, eye tracking modules can know user's eye movement such as fixation point, pupil radius, blink, wink etc. It will be used for gaze based natural interaction, consumer behavior analysis and intelligent secure payment.

    Mobile Phone Unlocking via Attention Aware Features

    Unlock the phone instantly by simply gazing at the phone, you can understand it in this way. When the user's gaze point falls upon the screen area, the phone assumes the user intents to unlock the phone, therefore, unlocks itself. The phone stays locked otherwise. Utilizing eye tracking technology, 7invensun's solution is independent of facial presence while featuring in-vivo detection. 7invensun's eye tracking based in-vivo detection approach is robuster and more effective than traditional biometric approaches. Depending on the interest of the developer, 7invensun's eye tracking techniques could also be combined with facial and iris recognition.

    Eye Alarm Solution

    Eye alarm solution is developed for users who are suffered from mobility incapability. When users look at it for more than three seconds, the alarm mechanism will be triggered with light and audio feedback. With the uncalibrated technique, users can operate it simply and fast. Moreover it can collect user's eye movement data and analyze the user's physical condition through these data.

    aSee Pro Eye Tracker

    aSee Pro remote eye tracker adopts gaze tracking algorithm based upon the 3D model of human eyes, supports tracking gaze points within the distance of 55cm-80cm accurately. It can provide a solid foundation for eye movement research, allowing users to move their heads freely. This product has two sampling rates of 90Hz and 140Hz, and it also providesDevelopment and OEM support.

    aSee AIO

    aSee AIO, specially designed for people with ALS, high paraplegia, cerebral palsy, is dedicated to helping patients to communicate with the outside world. aSee AIO is a combination of an eye tracker and a tablet computer featuring light weight and high portability.

    About 7Invensun

    7Invensun is a high-tech corporation dedicated in machine vision and Artificial Intelligence (AI), empowered by complete proprietary intellectual property rights. Since its foundation, the company has been focusing on R&D and innovation in eye tracking technologies, aiming to upgrade human-machine interactive experiences on all terminal devices.

  • 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:

  • 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.

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