Effective and natural application areas for Neuro Technologies include Marketing (Communication / Advertisement, Product / Store Design) and User Experience (Web / App Design, UX / UI) applied to any business sector.
An innovative and strategic tool for market research (Neuro Marketing), user experience evaluation (Neuro UX / Neuro Design).
The neuroscientific methodology allows to measure attention and emotion at the biological /instinctive / unconscious level, going beyond traditional research limits, typically conditioned and re-elaborated by rational / cultural / conscious interferences and filters (awareness and self-image, comprehension and rationalization, verbal expression, cultural conditioning, utility perception and social acceptability, sincerity…).
Neuroscientific research produces immediate and direct biological results, controlling, limiting and eliminating interferences and interpretation filters.
Measures, visualizations and interpretations of neurophysiological / cognitive data are optimized in relation to the specific application sector and client’s research objectives.
Neuro Technologies may be applied to any production phase (concept, design, development, and distribution), evaluating potentiality and criticality of business strategies and decisions, since their initial conception (A/B testing, bucket testing, multivariate testing).
Reports integrate attention maps and paths (heat map, focus mask, scan path), emotion histograms and curves (intensity, engagement, positivity/negativity, cognitive load), KPI and custom/application-specific statistics (user log integration, web analytics, interviews…), from the instantaneous/individual detail to the aggregate/multi-user level.
Time and cost
The neuroscientific approach offers a substantial time and cost reduction, reaching meaningful statistic precision with a drastically smaller number of subjects, thanks to the substantial uniformity of biological systems as opposed to the variability and diversity of cultural systems.