HCD Blog

:: November 28th, 2016   The Empathetic Consumer Product

Empathy is the feeling that you understand and share another person's experiences and emotions, the ability to share someone else's feelings (http://www.merriam-webster.com/dictionary/empathy). Further, it is the action of understanding, being aware of, being sensitive to, and vicariously experiencing the feelings, thoughts, and experience of another. A few weeks ago, I attended the SSP 2016 conference (http://www.sensorysociety.org/meetings/2016Conference/Pages/default.aspx). SSP has a single focus – the sensory professionals – and this conference is a place where the latest sensory research, methodologies and ideas...

:: October 26th, 2016   Implicit and Emotional Bias in the 2016 Presidential Election

Overview We conducted a psychological evaluation of voter implicit and emotional responses to current political themes (sexism and racism) and candidate imagery (including positive and negative imagery). Goal Our goal was to uncover implicit biases across voter demographics (Republicans and Democrats, various age groups, men and women, Clinton/Trump/third party voters, as well as a few other indices). Methodology We used a brief demographic survey followed by validated psychological methodologies: implicit association tests and a self assessment psychological response test. The...

:: September 28th, 2016   Connecting With Consumers: Communicating Through Packaging

(Part 3 in a blog series) By Michelle Niedziela, PhD This is part 3 in a blog series covering how we use consumer research to improve consumer products and communications. In this series we will be discussing different methodologies and their applications including: traditional, psychological and neuro based research, claims communications and substantiation, packaging applications, user experience (UX) research, branding, etc. When a product is seen on a shelf, it creates an immediate impression on the consumer. Immediate perceptions are...

:: August 29th, 2016   Connecting With Consumers: Making Claims (Part 2 in a blog series)

This is part 2 in a blog series covering how we use consumer research to improve consumer products and communications. In this series we will be discussing different methodologies and their applications including: traditional, psychological and neuro based research, claims communications and substantiation, packaging applications, user experience (UX) research, branding, etc.   When making product claims, there are two important factors to consider: How to substantiate your product claim How to communicate your product claim How To Substantiate Your Product Claim...

:: August 12th, 2016   Connecting With Consumers: The How and Why of Consumer Science (Part 1 in a blog series)

This is part 1 in a blog series covering how we use consumer research to improve consumer products and communications. In this series we will be discussing different methodologies and their applications including: traditional, psychological and neuro based research, claims communications and substantiation, packaging applications, user experience (UX) research, branding, etc. What is consumer science? If you Google “consumer science” you will see a definition pop up stating: Consumer science is a social discipline that focuses on the interaction between...

:: July 25th, 2016   HCD’s MaxImplicit™: Understanding Consumer Need-Gaps

This past week I had the opportunity to guest lecture for Dr. Boryana Dimitrova’s New Product Development course at the Lebow Business School of Drexel University. It’s always a fun experience for me to guest lecture. First of all, our field of applied consumer neuroscience (aka “neuromarketing) is relatively new. Not many students are familiar with the idea, so when they hear about neuromarketing, it’s always very exciting to see their reactions. For the few that have heard of this...

:: May 17th, 2016   Applied Consumer Neuroscience FAQ

Using neuroscience to conduct consumer research is a relatively new approach to the field of market research. The application of neuroscience technologies and methodologies to better understand the consumer experience is a very exciting idea. However, “With great power comes great responsibility,” as the character Ben Parker of Spider-Man fame once said. In fact, you may have read about neuromarketing in the news. With headlines such as “How to make the most memorable TV ad, according to neuroscience” , “Advertisers...

:: 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...