Inside NeuroFocus

Somehow, one might expect the most prominent neuromarketing firm to have more ostentatious offices than a modest two-story building nestled in a mixed-use Berkeley, CA neighborhood. A skateboard park is across the street, and neighboring businesses include discount […]

By |February 7th, 2011|

Virtual Supermarket

One of the challenges facing marketers is the difficulty in predicting real-world behavior from data captured in less than real circumstances. A horizontal, immobile subject surrounded by a claustrophobic, noisy fMRI tube might reasonably be expected to behave differently than one walking around a retail store, for example. While EEG caps and wireless transmitters have permitted capturing data from mobile subjects, they have to be in the actual environment. In many cases that is easy to do, but what if the store hasn’t been built yet? Or what if one wants to test a large number of display configurations? […]

By |July 26th, 2010|

Virtual Market Research

One problem I have with conventional market research is that people aren’t very good at predicting their own behavior (or explaining their past behavior). While market researchers can be reasonably accurate in collecting factual data, getting people to say what they would do in a particular situation is a lot more difficult. European research into virtual reality environments may give marketers some new tools to aid in understandng consumer behavior. The research team, led by Mel Slater, a computer scientist at ICREA in Barcelona and University College, London, has fused virtual reality imaging with neuromarketing-style EEG sensors to see how people react to realistic (but not actually real) stimuli: […]

By |May 14th, 2009|