Product Design Testing
Neuromarketing represents the future of market research as it uses advanced tools (fMRI, ConsumerBrain, etc.) to investigate customers’ reactions towards various products’ design or advertising messages.
We are currently implementing a neuromarketing research project investigating customers’ brain responses to various product designs. More specifically, we investigate smokers’ responses towards cigarettes packages with classic and non-classic design. They are exposed to these two types of packages and the fMRI measures the response of the brains’ reward areas, correlated with people subjective reports about the likeliness of the packages on the 1 to 10 scale. Further, we correlate these brain patterns and subjective preferences with other personality measures, in order to obtain a full portrait of customers who like traditional/classic product design, versus those who like new/innovative design.
The findings from this research can be translated into any industry for every type of products (e.g. mobile phones, food, beverages, white goods, etc.).
