HCD Research Harnesses Neuroscience in Early-Stage Communications Testing

FLEMINGTON, N.J., March 4, 2014 /PRNewswire/ -- HCD Research is unveiling a new application of its trusted integrated communications research, designed specifically for early-stage creative and message testing.

The HCD Research approach integrates the most highly sensitive psychophysiological tools with eye-tracking and in-depth qualitative and quantitative research. The result is a complete view of the conscious and subconscious responses elicited by each specific visual and textual component of the materials.

While such insight and precision is important at all stages of communication and concept development, it is particularly critical at the early decision points that shape product positioning and impact the nature and quality of marketing materials that are ultimately finalized and tested in later stages.

To address this need and help clients navigate the process from end to end, HCD Research has developed the Emcode™ Creative Enhancement method specifically designed for the early phases of communication, creative, and concept development.

The Emcode™ Creative Enhancement method utilizes highly sensitive psychophysiological tools, such as facial electromyography (EMG) and galvanic skin response (GSR), to measure subtle changes in subconscious responses to various versions of images or messages. When appropriate, central nervous system tools such as electroencephalography (EEG) are also employed. 

Combining these tools with eye-tracking technology, HCD Research is able to identify the specific elements associated with increases in attention and arousal as well as positive or negative emotional responses. Traditional cognitive research is then employed to corroborate the psychophysiological findings and provide explicit, actionable feedback on how to adjust individual elements and improve the overall concept or communication strategy.

The sensitivity of this technology allows marketing and product development teams to observe the impact of nuanced variations in potential product names, logos, color schemes, and images, as well as product claims and virtual product concepts. It can provide direction for animatics and storyboards or inform spokesperson selection by revealing emotional responses evoked by various public figures.

HCD Research has always stood apart from other research companies in its perspective that every client has a unique set of business questions that demands a customized research solution that uses the appropriate tools and methodology.

The Emcode™ Creative Enhancement method again sets HCD Research apart as a communications and sensory testing company that uses sophisticated biometric and neuroscience tools, in combination with traditional marketing research methods, to provide greater insights into critical early stage development of product concepts and positioning statements.

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SOURCE HCD Research