What We Do, and How We Do It

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    Why does Brainsights embrace Neuroscience for deeper insight, rather than traditional research methods?

    Brainsights’ mission is to provide unrivalled insight into the brain on content. This content could be anything – and indeed, our approach been applied to advertising content, entertainment content, educational content and even physical spaces. Yet the objective is always to understand how the brain responds to content – what engages the brain, and drives emotional connection and encoding to memory – at the non-conscious level.

     

    Traditional market research techniques – focus groups, interviews, surveys and questionnaires, behavioural observation, etc – have their strengths, but are also not without their weaknesses. Self-report measures, for example, introduce several confounds; social desirability biases, introspective ability, overall honesty, control over sample populations, and many other factors influence response data. This is not to say that more traditional techniques should be completely abandoned, but rather that one should embrace the benefits of measurement evolution. In attempts to minimize cloudy data, both new and more efficacious methodologies have surfaced, becoming more mainstream.

     

    Technological and scientific advancements have paved way for never- before-thought-of techniques; big data analyses, prediction markets, facial coding, eye-tracking, and perhaps most notably, neural-based measurement.

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    What exactly is the Brainsights methodology?

    Brainsights adopt a holistic approach to measurement – deploying methods encompassing traditional self-report (survey, etc), combined with behavioural testing (implicit associations) and neural measurement.

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    What type of technology does Brainsights use, and why?

    The core of Brainsights’s measurement platform uses Electroencephalography (EEG). Simply put, non-invasively from the scalp, a headband-like apparatus measures the electrical activity in our brain. Any significant changes in activity are time-locked, and linked to specific content or stimuli.

     

    There are several reasons Brainsights has chosen to utilize EEG. First, in regards to temporal resolution, it’s simply the gold standard. Our current technology allows us to collect a sample every 2ms. In other words, each and every second, we gather over 500 data points.

     

    Additionally, EEG offers a relatively inexpensive solution for researchers and clients alike. Other methodologies are extremely time-consuming to both set-up and analyze. However, through the use of mobile EEG technology, alongside Brainsights proprietary measurement and analysis platform, we have effectively overcome such hurdles. Our approach has paved the way for not only extremely naturalistic testing environments, yet also quick and easy turn-around, whilst delivering powerful and actionable insights.

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    What is Implicit Associations testing, and what does it measure?

    In order to better understand what drives consumer decision making, emotion, underlying belief and unconscious attitude must be more deeply explored. By pushing past the conscious mind, implicit associations testing is able to uncover such insights.
    Generally speaking, reaction time is used as an ‘automatic processing’ proxy. Participants complete a simple computerized task, in which they must categorize concepts or words, by pressing a key. Their feedback is considered implicit, as unbeknownst to the consumer, the existence of certain associations, or the strength there of, is not consciously acknowledged.