A great deal of interesting work is being done on reading the brain’s activity directly. It will help us understand the brain in a marketing context at a fundamental level. But the brain is a very complex place, and there is not likely to be a “buy button” up there anywhere. Further, the tools for reading brain impulses are complex and expensive.
The heart, by contrast, is a very dynamic instrument that measures and creates emotion, and its electrical impulses are 60 to 90 times stronger than those in the brain. Electrical impulses and rhythmic patterns generated by the heart reflect real-time dynamics occurring in the emotional system. Compared to the relatively weak electrical impulses of the brain, this information is more accessible to measurement, and more robust as an indicator of emotions.
Neurodynamic Modeling
At the center of our system is a measure of the acceleration and deceleration of the heart. The technology for interpreting this is patented and proprietary.
We also collect data on skin conductance changes, which have been shown to be highly predictive of actual sales results in previous research.
Finally, we have incorporated a unique and powerful application of changes in the shape and volume of the pulse, which tells us how much cognitive processing of the stimulus is going on, moment by moment.
Our system uses Neurodynamic Modeling, a patented and proprietary technology for measuring and analyzing changes in heart rate and skin chemistry, to:
- Quantify the consumer’s positive pleasure response.
- Analyze the external arousal to stimuli that have been shown to predict actual sales response.
- Calibrate how much cognitive processing of the stimulus is going on, moment by moment.
