HCD Blog

:: April 27th, 2016   Neuromarketing Exits ‘Hype Cycle,’ Begins to Shape TV Commercials

An April 19 article in Advertising Age summarized the state of applied neuroscience. The headline of the article is “Neuromarketing Exits 'Hype Cycle,' Begins to Shape TV Commercials.” What I believe was missing from the article is the point that applied neuroscience supplements traditional research. Neuroscience or Neuro-scientific measures should always be combined with traditional communications research. One does not replace the other and each provides unique insights….Neuroscience explores the subconscious…traditional research explores the conscious response to media. Our company...

:: November 10th, 2015   Applying “Flow” to Video Game Research and Development

Previously, we introduced the concept of flow, described what it means, and where it fits in the context of gaming.  If you haven't read that introduction, you can find it here. This time, we’d like dive deeper into explaining some of the specific methods that are currently available for studying video games, and explain how the flow concept can be integrated into those techniques to provide valuable insight regarding the development of the optimal experience for the player.   Some of...

:: October 26th, 2015   From the HCDGR Lab: An Introduction to Flow

It’s the night before a major deadline. Time is running short and the pressure is on. You’ve been struggling with your project for quite some time, and you are beginning to question whether or not you’ll be able to accomplish your goal. Then something clicks. The flood gates of productivity open and your ability to focus and create returns - seemingly out of nowhere. You start making serious headway and, before you know it, your task – which seemed so...

:: October 21st, 2015   SfN2015 – Days 3 and 4

MONDAY - I kicked things off yesterday by visiting the vendor booths.  The first stop was Wearable Sensing, where I was able to see an EEG headset using dry electrodes.  In our research at HCD, we shy away from using EEG because of several reasons, one of which being the use of electrode gel on the scalp, which is an unpleasant experience for the participant.  The Wearable Sensing equipment didn't seem too cumbersome, and it may be an option for...

:: October 18th, 2015   SfN2015: Day 1 – Poster Presentation

               Though I’ve been working in the neuroscience field for several years now, I’ve never been to a Society for Neuroscience conference before.  I arrived at McCormick Place in Chicago yesterday not sure what to expect.  I was told that it was massive, but I had no idea just what almost 30,000 scientists all in one place looked like.  Saying I was a little overwhelmed would be a bit of an understatement.  Still, it was fascinating to think that the...

:: October 8th, 2015   Widget salesmen sell Widgets-Neuro Marketing Salesmen sell the one thing they can do

Neuro marketing is not market research and Market Research is not neuroscience. Solving a marketing problem can’t always include the same tool(s) or methods. If you come from a neuroscience background and start a market research company the tendency is to apply your skill to every issue and problem whether or not it makes sense. You don’t plan to solve a marketing problem by choosing the method before you know the problem. The proper way is to understand the problem...

:: May 29th, 2015   Webcam Heart Rate: Quickens the pulse or flatlines?

Just by common intuition, we know that the speed at which our heart beats has a lot to do with what goes on inside our heads.  Exciting or scary movies are often described in their trailers as “heart-racing.”  Our hearts go “pitter-patter” or they may “skip a beat” when we are flustered by the objects of our affection.  So it would seem that heart rate has something to do with arousal in exciting situations.  This is partially true.If you remember...

:: May 8th, 2015   Face Value: Theories of Emotion and their Application to Neuromarketing

In the world of emotion classification, there are two schools of thought.  On one end, there are those who subscribe to the idea that all emotions can be boiled down to several basic, discrete emotions, common across all cultures and demographics.  On the other end are those who think that emotion is more complex, and that it needs a multi-dimensional model to be explained.  Both sides concur that facial expressions are essential indicators of emotion, which is supported by neuroscience1,...

:: May 1st, 2015   Frequently Asked Questions about Applied Consumer Neuroscience

I recently participated on a webinar panel discussion regarding implicit, non-conscious measures in market research. It was a great panel feature experts from several different companies and backgrounds: NIMF WEBINAR: Measuring Nonconscious Impact and the Application of Neuroscience run by GreenBook Webinars.You can view the recording of the webinar session here: Click here to view the recordingThere were some great questions posed by webinar attendees. You can view all panel participant responses via this link.Below are my answers to popular...

:: April 8th, 2015   Apples and Oranges: The uses and abuses of EEG in market research

Imagine you own a fruit stand.  Okay?  Well also imagine that due to your immensely busy schedule, you don't have time to tally up the fruit sold at the end of the day, so you hired someone to do it for you.  The only problem is that this person has a really hard time telling apart apples and oranges and counts them all as the same thing.  What would you do in this scenario?  Would you rely on his guesses,...