How Neuroscience Start-Up Neural Sense Aims To Leverage Biometric Technologies To Improve Marketing Strategies
How Neuroscience Start-Up Neural Sense Aims To Leverage Biometric Technologies To Improve Marketing Strategies. Neural Sense is the only full-service Neuromarketing consultancy on the African continent that leverages the full spectrum of neuroscience and biometric technologies. With specialist expertise in the fields of marketing; neuroscience (both neurophysiology and neuropsychology); behavioural science and biomedical engineering; the Neural Sense team provides a holistic Neuromarketing consulting service for it’s clients, which include marketing and brand managers; advertising agencies and traditional market research firms alike.
Consumer Neuroscience lies on the intersection between neuroeconomics, neuroscience and cognitive psychology. It is the cutting edge of market research that studies human emotions, decision-making processes and consumer behaviour. It assesses how a consumer experiences brands, products and services as well as their marketing and advertising communications, and can uncover the real subconscious emotional and cognitive drivers underlying their responses.
Businesses are constantly looking for new and innovative ways to improve their offerings and the ways in which they communicate with their consumers. Neural Sense offers these clients the unique opportunity to access the hearts and minds of their consumers so that they can make more informed business decisions using consumer insights that are backed by scientific evidence, ensuring that they maximise the impact of their marketing spend at a time when the ROI is paramount.
Neural Sense optimises emotional engagement and memorability for its clients’ brands, products and services. With the use of neuroscience techniques and biometric technologies, the company can identify how their marketing mix and advertising communications can be optimised to evoke the best possible emotional response and attain the best possible cognitive impact – ultimately driving a higher ROI for their business. Its methodologies explore attention, emotion and decision-making in response to the consumer experience, all of which play a vital role in influencing the resulting consumer behaviour.
The company’s researchers use Electroencephalography (EEG) technology to measure approach motivation; cognitive load and engagement, as well as Galvanic Skin Response (GSR) biometric sensors to measure changes in one’s physiological state, to learn why consumers make the decisions they do. It also investigates the emotions experienced through Facial Coding and identify the visual influencers with Mobile Eye-tracking glasses, Virtual Reality eye-tracking headsets and Remote eye-tracking technologies.
