Effective access to the deep brain can only be gained through the use of functional Magnetic Resonance Imaging (fMRI), as evidenced by the best scientists worldwide focusing their research on enhanced understanding (e.g. economic decisions).
Working through fMRI enables us to capture millions of measurements per participant, with a very high level of statistical confidence. This data can then be transferred to Artificial Intelligence algorithms in order to create predictive success models.
Decision- making and consumer behaviors involve both conscious and unconscious processes. Thanks to fMRI, we provide access to those processes as a whole.
Brain Impact’s exclusive and wide decoding scope relies not only on the evaluation of declarative aspects, sensory involvement and psychological states that are more or less consciously behind human decisions, but first and foremost on the understanding of typical unconscious ‘decision markers’:
memorizing, call to action, compulsive desire, seduction, self-esteem.
Brain Impact's full picture
FULL NEUROMETRICS USING fMRI
The big neurometric picture about emotions, cognition and even buying prediction.
The fMRI allows access to 100% of volume and brain activity and particularly to the deepest parts of the brain which are involved in decision to buy and the re-buy (e.g. reward circuitry, dopaminergic network). Invented in 1992, it is currently the most valuable neuro tool in the scientific world which studies cognition, emotions, economic decision or even some consumer psychology fine aspects (empathy, craving, altruism, branding effects…).
QUESTIONNAIRES AND LIGHT NEUROMETRICS (EEG)
Some information about declarative elements like conscious emotions.
EEG was invented in 1924 to measure, through electrodes, residual brain activity under the scalp. For this reason EEG cannot access the whole brain and especially the reptilian and limbic brain that drives primitive emotions and decision making. Bringing the same kind of information as declarative questionnaires, EEG could be helpful to have metrics about preference (emotional valence) and some attentional & visual phenomenon.
By scanning the whole brain through fMRI, Brain Impact uncovers the unconscious reactions of your target audience and helps you get the full picture.
Brain Impact’s available measures gradually range from declarative aspects (what consumers consciously perceive and can immediately react on) to true decision markers (deep unconscious factors impacting decision-making on the long-term).