HCD Awarded U.S. Patent for Applied Neuroscience Mood Mapping

Latest award brings HCD’s approach to ensuring marketability and brand harmony of products and communications.

Flemington, NJ – HCD Research announced today the issuance to it by the U.S. Patent Office of a patent that covers a neuroscientific approach to mapping mood and marketability of consumer products and communications.

Market research and applied consumer neuroscience company HCD Research announced the issuance of U.S.Patent No. 10,430,810 which relates to mood mapping consumer response to consumer products and communications through physiological measures. Included in the patent is the ability to visualize and match consumer neuro-physiological response to products, product attributes and communications to ensure marketability and brand harmonization.

“This latest patent allows us to help clients ensure that their products meet their promises,” said Glenn Kessler, president HCD Research, describing how mood mapping technology can help both marketers and product developers create cohesive marketing and product campaigns to ensure market success. “The large majority of new product introductions fail in market. Mood mapping technology helps to clearly demonstrate the consumer emotional experience to both communications and products. Creating a cohesive emotional impact in both the product experience and the communication increase market success and consumer delight,” said Michelle Niedziela, PhD, VP of Research & Innovation HCD Research.

This latest announcement comes just a month after Niedziela and HCD demonstrated the effectiveness of the tool at the 13th Pangborn Sensory Science conference in Edinburgh, UK. In a workshop alongside the European Sensory Network, HCD demonstrated how they could measure consumer neuro-physiological response to a fine fragrance perfume and the perfume advertisement and show whether the two experiences were aligned or not. “A product’s emotional experience must match the emotional context promised in marketing mix to ensure market success,” said Niedziela of the need for this approach, “the simplicity of a mood mapping tool makes it easy to visualize and identify the gaps in product/brand harmonization for product developers and marketers.”

HCD Research is a marketing and consumer sciences company that provides expert recommendations by employing traditional and applied consumer neuroscience to optimize the design of market research projects for our clients. For more information contact Cara Silvestri (cara.silvestri@hcdi.net).