Effective access to the deep brain can only be gained through the use of functional Magnetic Resonance Imaging (fMRI), as evidenced by leading 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 behaviours involve both conscious and unconscious processes. Thanks to fMRI, we provide access to these processes as a whole.
Brain Impact’s exclusive and wide decoding scope relies not only on evaluating declarative aspects, sensory involvement and psychological states that are consciously involved in human decisions, but also on understanding typical unconscious ‘decision markers’:
memorizing, call to action, compulsive desire, seduction, self-esteem.
Brain Impact's full picture
FULL NEUROMETRICS USING fMRI
Get the big neurometric picture on emotions, cognition and even buying prediction.
fMRI allows access to 100% of volume and brain activity and particularly to the deepest parts of the brain which are involved in the decision to buy and re-buy (e.g. reward circuitry, dopaminergic network). Invented in 1992, it is currently the most valuable neuro tool in the scientific world for studying cognition, emotions, economic decisions and even some of the finer aspects of consumer psychology (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 residual brain activity under the scalp using electrodes. For this reason EEG cannot access the whole brain and especially the reptilian and limbic brains that drive primitive emotions and decision making. Collecting the same kind of information as declarative questionnaires, EEG can be helpful to provide metrics on preference (emotional valence) as well as certain attentional & visual information.
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).