Neurophysiological overview
Neurophysiological research is an emerging form of research that is still finding it’s place in the researcher’s toolkit. Our experience indicates it is best used for testing video content, advertising and web sites. It focuses on capturing respondents’ subconscious reactions to stimulus (from the primal vs rational brain).
Pros
- Capture subconscious reaction to stimulus
- Powerful insight into what stimulates and bores respondents
- Simultaneously combines multiple techniques (e.g. eye tracking, facial coding, GSR) to triangulate respondent reactions
Cons
- Small sample sizes that produce large data sets
- Time consuming
- Expensive
- Relatively new techniques that are not yet widely accepted
paradoxes approach
We have a long-standing partner that is best in class in this field with whom we work to blend conventional and neuro techniques for qualified research objectives.
- Eye tracking
- Facial expression coding
- Implicit Association Tests (IAT)
- Galvanic Skin Response (GSR)
- Electrocardiogram (ECG)
- Layered Voice Analysis (LVA)
- Functional Magnetic Resonance Imaging (FMRI)