CONSUMER NEUROSCIENCE CAPABILITIES
Capabilities & Use Cases
Index
2
1. GENERAL APPROACH
2. NEUROSCIENCE
3. NEURO AD TEST
1. TVC
2. WEBSITE & SOCIAL MEDIA
4. NEURO WEBSITE TEST
5. NEURO PRODUCT TEST
6. NEURO RETAIL TEST
GENERAL APPROACH
3
What is Neurons Inc?
4
Neurons Inc is an applied neuroscience company with global capabilities. We
employ the insights and tools from neuroscience to improve business and society.
Neurons Inc is both 1. a spinoff from Copenhagen Business School and Copenhagen
University Hospital, and 2. the result of an incubation process with Lowe’s Home Improvement (and Lowe’s Innovation Labs).
A major part of our work is in Silicon Valley, where we are a part of Singularity
University, and have established a neuroscience lab at the NASA Ames Research
Park.
Our work is based on an open book principle (no boxes or trade secrets), as all our
metrics and methods are well documented in the most highly esteemed scientific
journals.
We emphasize low cost, fast turnaround, full transparency, and high quality in our
work ethics.
Global Academic Affiliations
Why Neurons Inc?
5
Neurons Inc started as a strong academically validated company with collaborators
from some the largest institutes in the world. Since then, Neurons Inc has been
validated through strong commercial collaborations with some of the largest
companies in the world.
The company has developed and improved the protocols, standardization and
deliverables over 5-6 years through 11000 EEG and eye-tracking sessions.
Neurons Inc has performed some of the largest consumer neuroscience ad studies
including
• 2 X 1000 participant ad studies divided between TV and social media in the US
• 500 participant study with 360 ads on websites in Sweden.
The technology and data management provided by Neurons Inc is like nothing else
in the market. The company has developed extremely fast turnaround capabilities
with high end EEG and eye-tracking systems.
Neurons Inc has a database of:
• More than 500 TV ads to deliver best in class EEG and eye-tracking benchmarks
to the market.
• More than 800 digital ads on website and social media
• Large database of 11,000 participants with EEG and eye-tracking recordings
6
Neurons Inc Global Access
Guatemala City, GuatemalaMumbai, India
Dubai, UAE
Copenhagen, Denmark HQ
Porto, Portugal
Madrid,
SpainDallas, TX
Stockholm, Sweden
Istanbul, Turkey
Kuala Lumpur,
Malaysia
San Jose, Costa Rica
Sao Paulo, Brazil
Teheran, Iran
Neurons Inc has global
capabilities, and we are
permanently expanding our
international outreach.
Our mobile solutions allow us to
conduct neuroscience studies
across all regions of the world!
Lab Facility
Local collaborator
Global Client Examples
7
NEUROSCIENCE
8
Why Applied Consumer Neuroscience?
9
SYSTEM 1 SYSTEM 2
• Fast
• Subconscious
• Automatic
• Everyday decisions
• Error prone
• Slow
• Conscious
• Effortful
• Complex decisions
• Reliable
Human perception and decision making is biased
and heavily influenced by subconscious
emotional responses
To account for this, the dual model of consumer
choice from the field of behavioral economics
makes a distinction between System 1 and
System 2 responses
While traditional research methods are good for
probing conscious System 2 responses, Neurons
Inc have produced reliable and valid tools to
probe and understand System 1 responses in a
variety of contexts
Millisecond Steps in Consumer Responses
10
Consumer Neuroscience Equipment
We use the following tools to obtain reliable NeuroMetric measures of
attentional, emotional and cognitive responses:
Neuroimaging
ABM X-10 EEG (electroencephalography) system to measure brain
responses such as Cognitive Load, Motivation and Arousal.
All data are pre-processed, noise corrected, and analyzed using a
random effects regression analyses. For each participant, we determine
specific phases of interest.
Eye-tracker
To assess visual attention, we use the 50 Hz Tobii Glasses Pro 2 eye-
tracking glasses and Tobii X2-30 eye-tracking bar. This provides high-
resolution measurement of eye movements, where the participants
look, for how long, and the visual path they follow.
For a demonstration of our setup, click here: Neurons Equipment Setup
11
Eye-tracking
glasses
X-10
EEG system
The NeuroMetrics
12
AROUSAL
What is the emotional intensity that
customers are experiencing? This is a
brain derived score predicting
engagement and memory.
VISUAL ATTENTIONWhat are consumers seeing, what’s
their visual path? How much time do
they spend looking at your message?
This is extracted from the eye-tracker.
COGNITIVE LOADAre consumers processing the information
given? Are they experiencing information
overload and stress? This is a brain derived
score predicting comprehension and
learning.
MOTIVATION
Do customers and users display interest
and desire? Are they motivated to
approach or avoid? This is a brain derived
score that is highly predictive of actual
preference and choice.
Visual Attention Metrics
13
Percentage Seen
Percentage seen denotes the percentage of people who actively
attended to a particular area or object of interest.
The metric helps to highlight what is seen but also missed. Being able to understand people’s attention is
a prerequisite for further neuro-based analysis, and enables
further discussion on top-down and bottom-up attention.
Total
Fixation Duration
Total fixation duration (TFD) quantifies the amount of time spent
actively attending to a particular area or object of interest.
Research has shown that time spent attending to an object can be a
measure of preference and interest. As such, longer durations indicate a high level of interest, while shorter
durations suggest that other objects might be more interesting.
Time to first fixation (TTFF) indicates the amount of time that it takes to look at a specific area or object of
interest from stimulus onset.
When comparing areas of interest, TTFF can show you which elements are drawing people’s attention. It
effectively provides a measurement of visual stopping power and
supports in identifying the nature of the attention.
Time To
First FixationRelative Time Spent
Relative time spent shows the amount of time spent actively
attending to an object as a percentage of the time that the
object was available in the field of view.
When analysing attention towards a stimulus, Relative time spent takes the availability of the stimulus into consideration. This provides a clear
idea of the attention-grabbing power of the object of measure.
NeuroMetrics Explained
14
55
65
45
MotivationThe score has a cutoff at 50, in which higher scores denote a positive
“approach” motivation and scores below 50 denote a negative “avoidance” motivation.
Cogntive LoadThere is a “sweet spot” between 55 and 75 in which information is processed and learned. Lower scores (<55) are indicative of boredom, and
scores >75 indicate stress and information overload.
ArousalIt is generally so that a higher score means stronger emotional
engagement. However, Arousal needs to be seen in context with
Motivation, as Arousal can be high for both positive and negative events.
Positive emotionNegative emotion
Information overloadBoredom Sweet spot
Emotional engagement
The three different NeuroMetric scores have different ranges for what is to be considered “good” and “bad”. To highlight this, we are showing all graphs by displaying both desirable and unwanted response thresholds.
50
55 75
Neurons Domain Solutions
15
Product
Sensory Neuromarketing that optimizes product
design & product perception, as well as
packaging
Advertising
Optimizing the effectiveness of
commercial ads to improve brand
communication
Retail
Modifying the retail environment for
most optimal customer experience
Media
Optimizing different media formats ranging
from webpages, video games, films etc.
Innovation
Testing the latest in innovation from
Virtual Reality, Robots, 3D-printers
etc.
Leadership
Applying neuroscience to transform
leadership & management effectiveness
Design & Architecture
Gaining neuroscience insights about interior and
exterior design elements & architectural structures
(NeuroArchitecture)
16
Neuro Ad Test
17
Understanding How Ads Work
Applied neuroscience opens the lid to the subconscious responses
of consumers, and how such emotional and cognitive responses
ultimately drive consumer behaviours.
Neurons Inc has revolutionized the way in which ads are understood
and tested in a natural environment. By combining NeuroMetric
measures with eye-tracking and self-reports, we gain an
unprecedented access to both conscious and unconscious drivers
of ad effects.
As we do a lot of ad testing in a standardized format, we have
collected huge amounts of data that has gone in to our database.
This means that not only will the reports contain normative scores
but also Z scores based on the benchmark database.
17
Eye-tracking
X-10
EEG system
Theoretical Framework – 4 Power Model
18
Ensure the stimuli gets attention – from
how many, and for how long time?
Measure: Visual Attention
What are people seeing, and what are they
missing? Are they distracted or focused? This
is extracted from the eye-tracker.
Stopping Power
Transmission PowerEnsure the stimuli are going to
be understood
Measure: Cognitive Load and Motivation
Are people processing the information given?
Are they experiencing information overload and stress?
This is a brain derived score predicting comprehension and
learning.
Persuasion PowerEnsure the ad triggers positive emotion
and appeals to viewers
Measure: Arousal and Motivation
What is the emotional intensity that consumers
are experiencing? This is a brain derived score
predicting engagement and memory.
Locking PowerEnsure the stimuli is learned to impact
future decision making
Measure: Memory and perception
Have people adapted to the stimuli exposed to them?
Post measure of memory, behavioral or attitudinal
change to exposed stimuli
Model developed together
with Stanford University
Stopping Power - Focused Attention
19
Focused Attention shows the spread of eye fixations within a group. It serves as an indication of how coherent or scattered visual attention is on a group level.
When analysing attention towards a stimulus, having a low Focused Attention score is not necessarily a bad thing if you have complex scenes during the ad that is crucial for the narrative. However, ideally you want a high Focused Attention score when key ad elements (e.g. brand or logo) are present.
High Focused Attention
Low Focused Attention
Brand and logo exposed with very high Focused Attention increasing likelihood of memorizing the brand.
Logo and text displayed but with low Focused Attention due to attention not being coherent across participants. The dispersion of attention means that the hashtag in the bottom right corner are unlikely to be picked up.
88
51
20
TV Commercials
21
Understand How Your Ads Perform On TV
Test your ad in a natural TV-show experience
Understand what attracts attention in your ad
Test the emotional reaction to your ad
Find out how well your brand is remembered
Get a second-by-second analysis of the ad
Compare with results from our database
By applying eye-tracking and EEG brain scanning, you gain
insights in to consumer's attention cognitive and emotional
responses to your ad second by second.
Ads are tested using a unique study design where the ads are
shown in ad breaks between watching a TV show, ensuring that
ads appear in a natural context.
Typical Study Timeline
22
FIELDWORK DATA PROCESSING ANALYSIS & REPORT
When everything is set, we run the
study during the desired period of
time. During the data collection,
we continuously update you on
the progress and quality results of
the study so far.
Our data pre-processing includes
data validation and quality
assessment, marking of phases and
Areas of Interest, and the first
steps of data analysis.
The final report is constructed and
handed over in the desired format.
It contains results of the cognitive
and emotional responses to the
stimuli used in the project and
recommendations based on the
results.
TOTAL DURATION SINGLE SAMPLE: 2-3 weeks from kick-off
TURNAROUND: 5-7 days from fieldwork kick-off
PREPARATIONS
When the Neuro Ad Test is kicked
off, Neurons Inc will need 1-2
weeks to prepare all stimuli for
testing. Ads can be delivered up to
5 days prior to the data collection
kick-off.
1-2 weeks 2-3 days 1 day 2-3 days
Study Setup For Neuro Ad Test TVC
Set up of eye-tracking glasses and EEG + 10
minutes calibration of equipment. This is to
ensure that all data are valid and reliable for
each individual.
23 minutes
In the Neuro TVC Ad Test, we test ads in a
natural context, where ads are shown in
three ad breaks between participants
watching a self selected TV show.
During this experience, we get attentional
cognitive and emotional brain responses
from eye-tracking and EEG brain scanning.
25 minutes
To make sure that working memory is
cleared from the participants, a distraction
task is given to them which can be different
kind of puzzles that need some cognitive
processing.
2 minutes
Finally, all participants are given a post
survey where we measure Locking Power
such as ad/brand memory and ad
perception.
Here, we also collect data on their
experience with the tasks and how they
wearing the equipment, to potentially flag
those who have unwanted responses.
10 minutes
TOTAL DURATION: 60 Minutes
23
Setup and Calibration Ad Test in a Natural Context Distraction Task Post Survey
Second By Second Video Analysis
24
Stopping Power Transmission Power Persuasion Power
The second by second video plots allows for analyzing the performance of the ad by combining the heatmap generated by eye-tracking data
with NeuroMetric data generated from the EEG recordings.
This allows for identifying phases of the ad that are suitable for showing important brand stimuli such as product, logo or tagline but also show
“dead phases” that can be cut out.
Get An Example Report
25
We are happy to share an example report in case you want to
see how we analyze ad in the Neuro Ad Test.
The Neuro Website Test is global and can be tested in any
preferred market.
26
Prices for Neuro Ad Test TVC
Startup cost for Neuro Ad Test*
13,500 euroPrice per ad
1,500 euroExcluding travel/accommodation and recruitment/facilities.
*Maximum of 15 ads tested per Neuro Ad Test for TVC
Price per ad
6,000 euro
Full turnkey including recruitment and facilities
The NeuroOmnibus US is a continuous ad testing model Neurons Inc will be
providing in the US market. The model will kick-off first time in May/June 2019
and run every quarter of 2019. From 2020, Neurons Inc will be delivering
NeuroOmnibus US testing every 2nd month.
The NeuroOmnibus US will be running in Dallas, TX with a sample of N=50 and
include all measures and the same setup as the Neuro Ad Test TVC but at
much lower cost per ad test.
Ads will be requested latest 1 week prior to data collection and reports will be
delivered within days after data collection.
NeuroOmnibus TVC Ad Test (US)Neuro Ad Test TVC
The Neuro Ad Test is built on a scientifically validated 4
power model in collaboration with Stanford university.
Minimum sample size of N=30 participants per segment.
27
Website & Social Media
28
Understand How Your Ads Work On Websites And Social Media
Test ads in a natural web context on any
platform
Embed ads in participant's social media
feed
Test how well your ad is seen
Explore the emotional reaction to your ad
Understand how well your brand is
remembered
Compare results to our large ad database
Neurons have developed a unique ad insertion tool that allows us to
test ads on social media in the participants own feed, creating a very
natural testing environment.
You gain insights in to consumers' attention, cognitive and emotional
responses.
We use eye tracking and EEG brain scanning to test for subconscious
responses while being exposed to the ads.
Ads are shown in a free and forced exposure to test how well they
perform at attracting attention and how well they are perceived.
29
Ad-insertion functionality
Neurons Inc has developed an ad insertion functionality making it possible to
insert controlled content into peoples’ own real feed. The application is mainly for research purposes and does not alter the online
code of the platform for other users than the test participant. By doing so,
Neurons Inc can perform research in the real context ensuring the best
possible validity of the findings.
Neurons Inc can control various different platforms and types of content
including:
• Facebook• Carousel ads
• Image ads
• Video ads
• Organic video/image posts
• Instagram• Carousel ads
• Image ads
• Video ads
• Organic video/image posts
• YouTube• Video ads
• Twitter• Image ads
• Video ads
• Organic video/Image posts
• Pinterest• Image ads
• Video ads
Typical Study Timeline
30
FIELDWORK DATA PROCESSING ANALYSIS & REPORT
When everything is set, we run the
study during the desired period of
time. During the data collection,
we continuously update you on
the progress and quality results of
the study so far.
Our data pre-processing includes
data validation and quality
assessment, marking of phases and
Areas of Interest, and the first
steps of data analysis.
The final report is constructed and
handed over in the desired format.
It contains results of the cognitive
and emotional responses to the
stimuli used in the project and
recommendations based on the
results.
TOTAL DURATION SINGLE SAMPLE: 3-4 weeks from kick-off
TURNAROUND: 11-13 days from fieldwork kick-off
PREPARATIONS
When the Neuro Ad Test is kicked
off, Neurons Inc will need 1-2
weeks to prepare all stimuli for
testing. Ads must be delivered no
later than 5 days prior to the data
collection kick-off.
1-2 weeks 2-3 days 7 days 2-3 days
Study Setup For Neuro Ad Test On Websites And Social Media
Set up of eye-tracking glasses and EEG + 10
minutes calibration of equipment. This is to
ensure that all data are valid and reliable for
each individual.
23 minutes
In the Neuro Ad Test on Website and Social
Media, we test ads in a free browse as well
as a forced exposure.
During this experience, we get attentional,
cognitive and emotional brain responses
from eye-tracking and EEG brain scanning.
25 minutes
To make sure that working memory is
cleared from the participants mind, a
distraction task is given to them which can
be different kind of puzzles that need some
cognitive processing.
2 minutes
Finally, all participants are given a post
survey where we measure Locking Power
such as ad/brand memory and ad
perception.
Here, we also collect data on their
experience with the tasks and how they
wearing the equipment, to potentially flag
those who have unwanted responses.
10 minutes
TOTAL DURATION: 60 Minutes
31
Setup and CalibrationAds Tested in a Natural and
Forced Exposure Distraction Task Post Survey
Neuro Ad Test Web And SoMe
Startup cost for Neuro Ad Test on
Website and Social Media*
14,500 euroPrice per ad**
1,500 euro*Excluding travel/accommodation and recruitment/facilities.
**Maximum of 10 ads tested per Neuro Ad Test for TVC
The Neuro Website Test is global and can be tested in any
preferred market.
The Neuro Ad Test is built on a scientifically validated 4
power model in collaboration with Stanford university.
Minimum sample size of N=30 participants per segment.
33
Neuro Website Test
34
Understand How Your Website Is Perceived
1
23
4
Consumers user experience of a website generates a constant stream of
cognitive and emotional responses.
By applying eye-tracking and EEG scanning, we can detect these
subconscious responses and turn them into useful data.
This allows you to gain insights into how the website is experienced and
how to improve different parts of the website experience.
Through this understanding, we are able to provide clear conclusions
and actionable insights on how to improve different areas of the
website.
Understand what your visitors pay
attention to
Understand the visual path of users on
your website
Avoid information overload
Optimize the shopping experience in
E-commerce
Possibility to do A/B split testing
Compare results to other websites
Typical Study Timeline
35
FIELDWORK DATA PROCESSING ANALYSIS & REPORT
When everything is set, we run the
study during the desired period of
time. During the data collection,
we continuously update you on
the progress and quality results of
the study so far.
Our data pre-processing includes
data validation and quality
assessment, marking of phases and
Areas of Interest, and the first
steps of data analysis.
The final report is constructed and
handed over in the desired format.
It contains results of the cognitive
and emotional responses to the
stimuli used in the project and
recommendations based on the
results.
PREPARATIONS
When the Neuro Website Test is
kicked off, Neurons Inc will need 1-
2 weeks to prepare for testing.
The test version of the website
must be delivered no later than 5
days prior to the data collection
kick-off.
1-2 weeks 2-3 days 7 day 2-3 days
TOTAL DURATION SINGLE SAMPLE: 3-4 weeks from kick-off
TURNAROUND: 11-13 days from fieldwork kick-off
Study Setup For Neuro Website Test
Set up of eye-tracking glasses and EEG + 10
minutes calibration of equipment. This is to
ensure that all data are valid and reliable for
each individual.
23 minutes
In the Neuro Website Test, we test the
website in a free browse as well as forcing
participants to do different tasks based on
the client needs.
During this experience, we get attentional,
cognitive and emotional brain responses
from eye-tracking and EEG brain scanning.
30 minutes
To make sure that working memory is
cleared from the participants mind, a
distraction task is given to them which can
be different kind of puzzles that need some
cognitive processing.
2 minutes
Finally, all participants are given a post
survey where we measure usability and
liking of the website.
Here, we also collect data on their
experience with the tasks and how they
wearing the equipment, to potentially flag
those who have unwanted responses.
5 minutes
TOTAL DURATION: 60 Minutes
36
Setup and CalibrationWebsite UX Tested in a
Natural and Forced Exposure Distraction Task Post Survey
Prices for Neuro Website Test
Start up price for testing one
website*
16,500 euroPrice per website**
2,500 euro*Excluding travel/accomodation and recruitment/facilities.
**Maximum of 3 websites can be tested in the same test
The Neuro Website Test is global and can be tested in any
preferred market.
The Neuro Website Test is equally suited for testing user
experience of a website or shopping experience of an E-
commerce.
Minimum sample: 30 participants
38
Neuro Product Test
39
Understand How Your Products Are Perceived
Consumers' perception of a product is generated by different
cognitive and emotional responses - from seeing the product
for the first time to actual usage.
By applying eye-tracking and EEG scanning, we can assess and
understand the emotional and cognitive journey of your
product.
This allows you to gain insights exactly when your product has a
positive or negative impact on the consumer.
Understand the emotional consumer
journey
Assess subconscious responses second by
second
Optimize package design
Test product perception through the (five)
senses
Understand the differences between products
Compare with results from our database
Typical Study Timeline
40
FIELDWORK DATA PROCESSING ANALYSIS & REPORT
When everything is set, we run the
study during the desired period of
time. During the data collection,
we continuously update you on
the progress and quality results of
the study so far.
Our data pre-processing includes
data validation and quality
assessment, marking of phases and
Areas of Interest, and the first
steps of data analysis.
The final report is constructed and
handed over in the desired format.
It contains results of the cognitive
and emotional responses to the
products tested and
recommendations based on the
results.
PREPARATIONS
When the Neuro Product Test is
kicked off, Neurons Inc will need 1-
2 weeks to prepare for testing.
The product must be delivered no
later than 5 days prior to the data
collection kick-off.
1-2 weeks 2-3 days 7 day 2-3 days
TOTAL DURATION SINGLE SAMPLE: 3-4 weeks from kick-off
TURNAROUND: 11-13 days from fieldwork kick-off
Study Setup For Neuro Product Test
Set up of eye-tracking glasses and EEG + 10
minutes calibration of equipment. This is to
ensure that all data are valid and reliable for
each individual.
23 minutes
In the Neuro Product Test, we test the
emotional consumer journey of the product.
During this experience, we get attentional,
cognitive and emotional brain responses
from eye-tracking and EEG brain scanning.
30 minutes
To make sure that working memory is
cleared from the participants mind, a
distraction task is given to them which can
be different kind of puzzles that need some
cognitive processing.
2 minutes
Finally, all participants are given a post
survey where we measure stated liking and
product interest.
Here, we also collect data on their
experience with the tasks and how they
wearing the equipment, to potentially flag
those who have unwanted responses.
5 minutes
TOTAL DURATION: 60 Minutes
41
Setup and Calibration Product Journey Distraction Task Post Survey
Prices for Neuro Product Test
Startup cost for Neuro Product Test*
17,500 €Price per product
3.000 €
The Neuro Product Test is global and can be tested in any
preferred market.
Minimum sample: 30 participants
*Excluding travel/accomodation and recruitment/facilities.
Report in your hands 2 weeks after fieldwork
43
Neuro Retail Test
44
Understand How Your Store Environment Is Perceived
In-store purchase behavior is largely affected by unconscious processes
like mood, level of stress, time pressure, etc. as well as environmental
factors such as background music, signage store displays etc.
Using eye-tracking and EEG scanning, we can understand how these
unconscious responses drives attention as well as identify different
cognitive and emotional responses generated along the shopping
experience.
Get insights in to how you can improve the consumer experience in
your stores, and optimize the context to nudge people into buying what
they want.
Mood map consumer experience
Test in-store signage and navigation
Explore effects of in-store promotion
Optimize shelf design
Possibility to do A/B split testing
Compare with results from our database
Typical Study Timeline
45
FIELDWORK DATA PROCESSING ANALYSIS & REPORT
When everything is set, we run the
study during the desired period of
time. During the data collection,
we continuously update you on
the progress and quality results of
the study so far.
Our data pre-processing includes
data validation and quality
assessment, marking of phases and
Areas of Interest, and the first
steps of data analysis.
The final report is constructed and
handed over in the desired format.
It contains results of the cognitive
and emotional responses to the
stimuli used in the project and
recommendations based on the
results.
PREPARATIONS
When the Neuro Retail Test is
kicked off, Neurons Inc will need 1-
2 weeks to prepare for testing.
Decision of the test location must
be delivered no lather than two
weeks prior to fieldwork.
1-2 weeks 5 days 7 days 1-2 weeks
TOTAL DURATION SINGLE SAMPLE: 4-6 weeks from kick-off
TURNAROUND: 3-4 weeks from fieldwork kick-off
Study Setup For Neuro Retail Test
Set up of eye-tracking glasses and EEG + 10
minutes calibration of equipment. This is to
ensure that all data are valid and reliable for
each individual.
23 minutes
In the Neuro Retail Test, we typically test
store environment in a free browse as well
as forcing participants through a set of tasks
depending on the client’s needs.
During the whole experience, we get
attentional, cognitive and emotional brain
responses from eye-tracking and EEG brain
scanning.
30-90 minutes
To make sure that working memory is
cleared from the participants mind, a
distraction task is given to them which can
be different kind of puzzles that need some
cognitive processing.
2 minutes
Finally, all participants are given a post
survey where we measure participants’stated experience of the store environment.
Here, we also collect data on their
experience with the tasks and how they
wearing the equipment, to potentially flag
those who have unwanted responses.
5 minutes
TOTAL DURATION: 60-120 Minutes
46
Setup and Calibration Test of Store Environment Distraction Task Post Survey
Prices for Neuro Retail Test
Startup cost for Neuro Retail Test*
22,500 euro
The Neuro Retail Test is global and can be tested in any
preferred market.
Minimum sample: 30 participants
*Excluding travel/accomodation and recruitment/facilities.
Report in your hands 2 weeks after fieldwork
APPENDIX
48
49
Recruitment Methods
In recruitment of study participants, Neurons Inc closely
collaborate with Ipsos Global at the highest level. For individual
study locations, local recruitment companies with profound
understanding of local segmentation are employed. Here, local
panels are likewise utilized. All study locations will have
adequate testing facilities with viewing rooms for the client to
attend.
• Is over the age of 18.
• Is right handed or ambidextrous (not left handed).
• Is not currently taking any strong medications that may affect the central
nervous system, such as sleeping pills, anti-anxiety or anti-depressive
medication, or muscle relaxers.
• Is not suffering from any eye alignments, such as retina damage, cataracts
or a lazy eye.
• Is not currently suffering from any illness such as a cold or allergies.
• Do not suffer from, has any suspicion of, or a family history of neurological
or psychiatric disorders such as epilepsy, dementia, stroke, serious head
injury, anxiety, depression, psychosis or similar psychiatric illness.
In addition, we instruct participants not to:
• Employ heavy doses of hair treatments such as gels, sprays etc.
• Consume caffeine rich drinks (coffee, cola, tea) at least 3 hours prior to the
study.
• Consume alcohol at least 6 hours prior to the study.
To qualify for neurological and eye-tracking testing conducted
by Neurons Inc, a participant must be eligible to pass the
following exclusion criteria:
What is the Added Value of Neuroscience?
50
Bestselling
textbook by Dr.
Ramsøy
Compendium of
key academic
papers
Neuroscience has long provided added value to studies in
psychology, and more recently in economics and marketing, using
terms such as “neuroeconomics” and “neuromarketing”.
Studies have consistently provided demonstrated how unconscious
brain responses precede and drive choice, while conscious liking
occurs at a later, non-causal point. Such studies include:
Knutson (2007) demonstrated how unconscious brain responses
predicted subsequent consumer choice.
Ravaja (2015) demonstrated how the EEG based motivation
response predicts consumer choice.
In our own studies, we have reported how the early EEG
motivation score predicts both consumers’ willingness to pay as
well as in-store purchase, also presented at recent conferences.
More generally, this falls into a longer tradition of studies that
demonstrate how unconscious brain responses drive choice.
Ensuring Validity, Reliability & Predictive Power
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RESOLUTION: Neuroscience data provide an unparalleled access to
common human responses – it taps into common emotional and
cognitive responses with a millisecond to second accuracy.
STATISTICAL POWER: For each participant we collect eye-tracking data
(50 Hz) from both eyes, and 9 channel EEG (256 Hz), which together
provide 18,000 and 8,100,000 raw data points per person for a typical 30
minutes run. Thus, the data for each individual is highly reliable and
provides a very high statistical power.
RELIABILITY: The measures are highly reliable. We have published results
Suurmets et al (2014) that a sample size of 30 in neuroscience is highly
reliable and that error rates only change incrementally from N=30 to
N=60. This supports the vast majority of neuroscience studies being done
on sample sizes around N=30.
PREDICTIVE POWER: Neuroscience measures predict cultural behaviors.
For example, Dmochowski et al (2015) reported that coherency in brain
responses in only 16 participants to TV drama and ads accurately
predicted Nielsen ratings and Twitter feeds. Berns and Moore (2011)
found that brain responses to novel music accurately predicted the
success rate of the music after 2 years (while self reported preference did
not).
A whole branch in neuropsychology now focuses on how coherent brain
responses in a smaller sample predicts cultural responses. Here, it is
theorized that these coherent responses are indicative of deeper
emotional and cognitive responses shared by all humans.
Dmochowski et al (2015)
Experimental method for heat map extraction and Kullback-Leibler
divergence analysis of sample size error rates. At step 3 (sample N=30)
error rates were minimal, while additional sample size increases did not
lead to significant improvements in error rates.
Dmochowski et al demonstrated how brain responses in a
small sample could predict cultural effects, as demonstrated
on Nielsen ratings and Twitter feeds.
Collecting & Storing Biometric Data
Neurons Inc deals with large quantities of personally relevant data, ranging from self-reports to biometric data. In doing so, and as Neurons Inc are registered under the law of Denmark. Under such laws, Neurons follows the rules and laws of the Danish Data Protection Agency (link).
Neurons’ data protection policy also follows the European Union law of the General Data Protection Regulation (link), as well as the ethical regulations imposed by the Neuromarketing Science and Business Association, Article 6 (link).
As Neurons is in part a spin-off from the Copenhagen University Hospital (CUH), its very foundation has been based on the strict personal data protection employed by research organizations such as the CUH. The work by Neurons employs the same strict rules and work with data protection.
Neurons protects personal data in the following ways:• Each person’s biometric data, surveys responses and other types of data are given a specific log number. This log number is used
as a unique identifier for matching responses across different data types.• These data are anonymized and only contains the log number as the unique identifier.• No personally relevant data can be extracted from the log number.• The link between log number and personal data (name/initials, age, gender etc.) are written on a separate physical spreadsheet
during fieldwork and is then only moved and stored locally at Neurons Inc’s office in the same physical form. No digital version is made of the spreadsheet that contains person-related data.
• All technicians and other employees that deal with the data, either in part or whole, have all signed NDAs and other legal documents that ensure that they cannot use or share the data beyond the privilege they are given, without breaking the law.
• Personal Data files are not kept for longer than necessary for the project at hand, and are discarded once the project is finalized.• This approach is considered and employed as the safest way to both being able to deal with personal data, without risking any
possibility of linking personally sensitive data to any third party.
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www.neuronsinc.com
Contact us:
Dr. Thomas Zoëga Ramsøy
Founder & CEO
Mike Zoëga Storm
Partner & COO