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Neuromarketing

Neuromarketing is a new methodology for market research that allows for the extraction of emotional and cognitive information in a sample of people faced with different materials of interest for the brands (products, advertisement, sale locations, etc.). To this end, brain image technologies (for example, EEG), biosensors (for example, skin conductivity or heartbeats) and eye tracking technologies (eye-trackers) are employed.
The main advantage of neuromarketing in comparison with traditional market research is that it is possible to register unconscious reactions in an objective manner, which cannot be known by simply surveying the consumer.
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Neuromarketing technology

BitBrain counts with its own neuromarketing technology, which is commercialized under the brand usenns. Besides its quality, the usenns technology is wearable and wireless, allowing studies to be carried out in real settings and with large groups.
usenns is directed to companies that want to carry out their own neuromarketing studies (usually for third parties) in a simple manner but without giving up maximum reliability.

Neuromarketing services

BitBrain also carries out neuromarketing studies, either directly for the brands or through other companies such as market research institutes, usability companies, marketing consultants or publicity agencies.
We have two completely equipped laboratories (EEG, biosensors, etc…) to carry out neuromarketing studies, and also a 10-year experience carrying out neuroscientific studies.
Go to usenns.com
If you want to know more about our neuromarketing tech. visit the usenns website.
Contact us
If you want to receive more information about our neuromarketing services, contact us.

Study Cases

It is possible to evaluate the emotional reaction of a sample of people faced with several stimuli using neuromarketing.  Some neurometrics that we have used in our studies are available below and you can even download complete studies.

Mapa Posicionamiento emocional

The emotional positioning map is a tool that allows for the representation of the material to be evaluated in two axis: level of emotional activation and level of positivity/negativity of the emotion. This tool is especially useful to carry out comparisons between different stimuli, with the best stimuli being located in the upper right area of the map.

In this real case, the map represents the emotional positioning of creativities from the usenns website, in comparison with the creativities from websites of three other neurotechnology companies (sample size N=35). In this case, the usenns creativities are represented in orange and the creativities of other companies are represented in pink, blue and green.

PantallazoCocaCola

 

One of the results we offer when evaluating any audiovisual material is a video that allows for the visualization of the level of emotional activation and the level of positivity/negativity of the emotion produced by the audiovisual at each time instant.

The upper graph represents the level of emotional activation: the higher the graph, the higher the emotional activation and the instants marked with “!” are those highly representative. The lower graph represents, in red, the level of positivity of the emotion, and in blue the level of negativity of the emotion.

In this real study, a tv ad for a known brand was evaluated (sample size N=40), revealing that the ad caused high levels of emotional activation and positive emotions, which generated an implicit positive association with the brand at the end of the ad.
>Emotional impact of real settings

Punto venta integrado

Our technology allows for the realization of studies in real settings (stores, events, shopping centers, restaurants, etc) to measure the level of emotional activation caused by each zone. Among the different metrics that can be obtained, it is possible to obtain the trajectories of each participant and the levels of emotional activation at each point of the trajectory.
The image presents the results of the locations with highest emotional activation in a real store during a real shopping experience (sample size N=15). The dots in red show the locations that generate a high emotional activation while the remaining dots show positions with little or no activation.
  • Study on the promotional creativity for the “C DAY”, a creativity event organized every year by the creativity club. The following technologies were used in the study: EEG, biosensors (GSR and BVP) and eye-tracking. Download (in Spanish): ResultadosDíaC_Final
  • Study on the creativities from the usenns website. The following technologies were utilized in the study: EEG, biosensors (GSR and BVP) and eye-tracking. Download (in Spanish):

NEUROMARKETING R+D PROJECTS

BitBrain participates in several R+D projects in the field of neuromarketing, in collaboration with important companies and European universities. These projects are partially funded by public organisms in highly competitive calls.
DeMark (Emotion Decoding for Marketing Applications) is a project that counts with INNCORPORA funding from the Ministry of Economy and Competitiveness.

The objective of this project is to better understand the emotional reactions of people faced with different marketing stimuli, through the use of brain imaging (EEG), biosensors (SC, BVP, RESP, TEMP, HR…) and eye-tracking technology (eye-trackers).

InMark (Mobile Neurotechnology for Neuromarketing in the shop) is a project that counts with INNPACT support from the Ministry of Economy and Competitiveness and that is executed in collaboration with the University of Zaragoza and well-known brands.

The objective of this project is to manufacture neuromarketing technology that can be used in sale locations, as well as investigating how to improve the reliability of current decodings carried out in these settings (highly influenced by muscle artifacts). .

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