Press Releases

Neuroscience Based User Experience Research Unit


HCD Research has announced the formation of a User Experience division focusing on the integration of applied neuroscience and traditional market research methods to understand user behavior and experience. HCD will be working with User Experience and Product Testing labs to integrate applied neuroscience with their current methods. The director of the division, Bill Thau stated: "All forms of research have a common goal - an enhanced level of understanding. Whether the question is about metallurgy, medicine, or marketing, every...

IVP enters association with HCD Marketing Sciences


HCD Research recently established HCD Marketing Sciences, a division of HCD Research which offers support for market research companies by assisting in conducting consumer neuroscience research services. IVP is integrating its eye tracking and neuromarketing capabilities with HCD Marketing Sciences who will offer services related to design, analysis and interpretation of neuromarketing data and will provide these services to market researchers executing projects with IVP. HCD began utilizing applied consumer neuroscience tools in 2005 and has conducted a broad range...

HCD Research Announces Neuroscience-based Video Game Research Services


HCD Research has released neuroscience-based video game research tools which, when combined with traditional research methods, provide a comprehensive view of respondents’ non-conscious and cognitive responses to video game concepts, mechanics, presentation and full releases. These products are part of a suite of services offered under the brand name HCD ElementsGR (Game Research). The HCD ElementsGR video game research suite of tools provides full-spectrum Games User Research and User Experience (GUR/UX) solutions, offering research and analysis based on qualitative and...

HCD Research and Sensanalysis


FRANKFURT, Germany and FLEMINGTON, N.J., July 13, 2015 -- HCD Research, Inc. and SENSANALYSIS have entered into an agreement to co-develop and market products and services integrating neuroscience methods and qualitative multi-sensorial research tools to study the emotional and subconscious response to products and the sensory experience. SENSANALYSIS has over 30 years of experience conducting consumer studies using sensorial research tools which uncover feelings toward concepts and products which can be difficult for consumers to articulate. The company uses sophisticated techniques which allow consumers...

Utilizing Neuroscience for Video Game Research


HCD Research, a US based market research company,has opened a video game market research division, which will combine neuroscience tools with traditional research methods to provide a view of both respondents' subconscious and cognitive response to video game concepts. The new division will be led by Josh Drescher, a veteran producer, designer and creative director with more than a decade of game development experience across PC, Mac, console and mobile platforms.  In addition to creative, design and production roles, he...

Webinar: Join us on 4/9, 1:00 pm EST as HCD’s Dr. Michelle Niedziela participates on Nonconscious Measurement panel discussion


Dr. Michelle Niedziela, Scientific Director of HCD Research will participate in a webinar titled  “MEASURING NONCONSCIOUS IMPACT AND THE APPLICATION OF NEUROSCIENCE”  as part of a program sponsored by the Nonconscious Impact Measurement Forum: (NIMF) Thursday, April 9, 2015 at 1PM ET. Last Fall Dr. Michelle Niedziela participated as an invited speaker at the NIMF meeting in New York. The meeting focused on the growth of nonconscious measurement in the market research space. The goal was to increase collaboration among corporate...

New Division at HCD Research uses Applied Consumer Neuroscience to focus on Customer Experience within Financial Services and Insurance Industries


FLEMINGTON N.J., January 20th, 2015 - HCD Neuro-Cognitive Financial Insights is a new division at HCD Research set to measure and optimize the customer experience. Steve Burns, Vice President of Business Strategy, who has been tasked with heading up this division, describes its mission as “integrating applied consumer neuroscience with traditional cognitive marketing research to optimize financial products and service attributes by better understanding the consumer decision-making process across the spectrum of financial and insurance offerings.” Unlike current practices in...

HCD Research and PlayCollective Partner on Cutting Edge Research For Kids and Family Consumer Products


FLEMINGTON, N.J., May 27, 2014 - HCD Research announced today a partnership with PlayCollective, a leading global research, brand and product innovation group that enables companies to better understand, engage and develop for kids, families and the next generation of consumers. The partnership addresses the unique research needs of HCD's consumer products clients, particularly those whose flavor and fragrance products are aimed at children and parents. This new collaboration brings together HCD's expertise in sensory science measurement with PlayCollective's extensive...

HCD Research Introduces Cognitive and Neuromarketing Metrics


HCD Research now offers neuromarketing that is accessible and actionable: the EmCodeTM Neurocognitive Metrics. These metrics synthesize psychophysiological and cognitive data to provide two scores for easy comparison against HCD Research benchmarks. The cognitive element of the EmCodeTM Neurocognitive Metrics is the HCD Research Advertising Impact Score (AIS), which has been used for several years to score and compare the cognitive impact of video and print media. Now joined with the newly developed Biometric Impact Score (BIS), marketers have a...

Integrating Biometrics and Choice Models: Dr. Steven Struhl, PhD, MBA, MA joins HCD Research as a Consulting Advisor


HCD research is pleased to announce that Dr. Steven Struhl has entered a collaboration with HCD Research to develop integrated biometric and market models. Dr. Struhl has more than 25 years’ experience in consulting and research, focusing on applying advanced methods to strategic goals, and framing results and explanations so decision makers can use them effectively. His work addresses how buying decisions are made and understanding consumer groups and their motivations. Prior to his position at HCD, Dr. Struhl served...