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.