Neuromarketing: Go Beyond Market Research and User Testing
By employing a neuroscientific testing approach, we’re able to probe consumer insights which are unlikely to appear using more market research and user testing methods.
Many implicit processes do not admit to an overt, conscious response but nonetheless have a deep impact on thoughts, memories, and decisions.
We identify, validate, and/or falsify the implicit neuroscientific processes for marketing goals.
Neuromarketing Testing for Music
For music and sound experiences specifically, Pop Neuro utilizes EEG (encephalography), which allows us to eavesdrop on the brain’s activity.
The technology is non-invasive and safe. It measures electrical impulses and neural responses, providing a direct window into how the brain processes a wide range of musical experiences, including:
UX Sounds
Advertising Audio
Branded Soundbytes
The neural data from our testing procedures informs a wide range of questions about the sound experience and its impact. This includes specific questions such as:
1. What is the sound experience like for the audience?
The EEG testing procedure can reveal insights about the subjective experience of the audience. This includes attentional metrics such as the level of engagement, as well as the key dimensions of the emotional response: valence, arousal, and intensity.
2. What kinds of associations does the sound experience inspire in the audience?
Testing can help indicate which concepts (e.g. the beach, family) are most closely associated with the sound experience. This can also probe the congruence of the sound experience with brand perception.
3. What will the consumer take away from this sound experience?
Any given sound experience is likely to result in a range of new emotional or semantic associations. Our testing is able to glean which impressions and memories are likely to be formed as a result of having had this sound experience.