New Product Design
Using neuromarketing research tools (fMRI and ConsumerBrain), we investigated the way potential consumers from the targeted segment by our client evaluate (through brain processing) different versions of the new product (shape, packaging, colour, informational mix, etc.). The advantage of this approach consists in the increased objectivity of the testing & design process compared with traditional techniques (e.g. focus-group, questionnaire) by collecting consumers’ non-declarative reactions.