Technology for Human Insights

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Scientific Tools for Understanding Human ExperienceNeuroscience research techniques allow researchers in consumer markets to understand the triggers that drive subconscious emotional and behavioral responses to products, advertisements, messages, web sites, prices, store layouts, services and more. BIOPAC technology is used in over 99% of the world’s top 100 universities and is cited in over 43,000 publications, and specifically, 4,660 for neuromarketing and neuroeconomics.

Combine these tools in a synchronized way to provide meaningful and actionable data from your participants. One application controls all of these measures and simplifies and expedites the data collection process.


Record the electrical activity of the brain to measure engagement, distraction, attention, drowsiness, and workload in real time as a participants receive and respond to stimuli. The real-time EEG metrics provide valuable feedback and simplify the analysis process to evaluate products, pricing, design, advertisements, smell, and more.

Eye Tracking

Use eye tracking to understand gaze path and focus points. Combine with physiological data to identify emotional responses during shopping, a website user’s experience, response to advertisements, brand experience, and product testing. Compare layouts, designs, etc. with synchronized physiological data to identify top performers and look for design improvement points.

Facial Expression Coding

Record and analyze the facial expressions of individual consumers as they react to your product, price, advertisement, website, and more. Six basic facial expressions—neutral, contempt, and boredom, interest, and confusion—help you visibly see and understand consumer response. Combine this data with unconscious behavioral data to unlock the rationale behind decision making.

Stimulus Presentation

Present stimuli such as advertisements, movies, graphics, colors, brand messaging, product, and price information to gather data on how a consumer is responding to your message. Combine Stimulus Presentation with EEG, biometric data, facial expression analysis, and eye tracking to pinpoint the moment a decision is made.

Biometrics | Physiology Data

Electrodermal activity (EDA/GSR), electrocardiogram (ECG), Respiration, facial electromyography (fEMG) and non-invasive blood pressure (NIBP) are all important keys to understanding consumer response to stimuli. These biometric signals indicate when a consumer is responding positively or negatively to an advertisement, product, service, or campaign. Biometric data can be collected in the lab or remotely in real-world situations

Imaging | fMRI and fNIRS

Activity in the brain can be determined by an increase of blood oxygen level using functional MRI (fMRI) or functional NIRS (fNIRS) technology. fMRI technology pinpoints exactly where brain activity occurs. fNIRS technology measures neural activity in the prefrontal cortex and can be used in real-world situations outside of the lab. Both provide insights on unconscious decisions made by consumers when reviewing advertisements, navigating websites, experiencing store layouts, and experiencing brands.

Virtual Reality

Create immersive environments and monitor consumers as they interact with ergonomic designs for automotive and aviation manufacturing, store layouts, and products. Compare layouts and designs to see which model performs best. Build less expensive prototypes in the VR environment to get initial feedback and eliminate problem areas before building a physical prototype. Combine VR with biometrics to understand human performance and identify the effectiveness of the user interface.

Video & Synced Response Data

Test media, messages, advertisements, and campaigns on individuals or conduct a group study with multiple people. Use video in combination with biometrics, fNIR, or EEG to understand engagement, sympathy, nervous system responses, learning times, and interactions.

BioCube Modular Lab System

Easily convert a standard 6 m x 6 m (20’ x 20’) room into a full consumer neuroscience lab. Combine all technology in this modular, scalable lab system. The BioCube is pre-configured and includes all computer, media, equipment, software, walls, cabling, and furniture so researchers have peace of mind when building their lab.


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