PSYCHOLOGICAL More About Our Tools Through our use of psychological and behavioral assessments (such as behavioral coding, mood and personality testing, implicit measures, etc.) we can better understand the holistic consumer experience than with traditional qualitative and quantitative work alone. Our tools are simple, reliable, and validated. We seamlessly integrate our measures into surveys and other research designs. All our methods can be done online or in-person. Mood & Personality Assessments Implicit Associations & Perception Measures Cognitive Performance & Assessment Behavioral Coding Our approach uncovers psychological drivers for brand associations, consumer preferences, attitude formation, decision making, and ultimately, helps better predict consumer behavior. Our results lead to actionable business decisions, leveraged to develop successful marketing and product campaigns, and tailored to the needs of the consumer. RESOURCES For more information on our work check out our RESOURCES Page for whitepapers, infographics, and downloadables!

The HCD Research® Company is committed to providing transparent and well-designed research that is both based in good science and a committed assessment of the research question at hand. As we work with many different tools, it is important that we are basing our decisions and research design on industry-established methods that we seek to further explore and utilize to create better research. Education is always at the forefront of our company whether that means expanding our own knowledge, consulting with experts, or providing materials to our consumers so that we can all be better researchers. Why is Education Important to HCD? Webinars Webinars and panels are a great way to be a part of informal but knowledgeable conversations with industry leading experts, based on a range of topics. Now more than ever, technology allows us to reach a wide audience and even to connect with one another from all across the world via interactive video platforms. Here you will find previous webinar YouTube Videos and links to register for upcoming ones! LEARN MORE MindSet Series MindSet is a podcast and vidcast series about different technologies, methodologies, and tools used in Applied Behavioral Neuroscience. Our podcast is hosted by Kathryn Ambroze and Michelle Niedziela of HCD. Here you will find our latest YouTube uploads, Podcast uploads, and links to all of our streaming platforms! LEARN MORE Resources At HCD, we have a large toolbox. Whether it is an established methodology or an innovative new technique, we make sure to use the right tool or combination of methods to best answer the research question. To make these methods easily understandable, we have created white papers and other visual representations on the matter. Here you will find our whitepapers for you to download and our infographics for you to view. LEARN MORE Conference Posters We often develop posters for the conferences we attend and speak at and want to share these case studies and methodologies beyond the conference attendees. These posters were created to highlight the approaches used to answer different research questions, across spaces like cannabis, fragrances, and innovative methodologies. Click below to download our posters and be sure to check back to keep up to date on the newest additions. LEARN MORE NeuroU Neuro University is an annual symposium created to educate market research professionals on the science, tools, and techniques behind applied neuroscience methodologies. To read more about this event either visit our events page or click the button below. READ MORE EDUCATION 35+ Custom HCD Resources 18 HCD Webinars 29 Guests on MindSet Our Educational Content

FAQ CONTACT US CONTACT US What is NeuroU? ​ NeuroU 2023 is a one-of-a-kind virtual educational symposium that will explore the intersection between emotion research and emerging technology. This event will focus on the challenging realities of navigating emotion research and how to appropriately integrate emotion data into meaningful and actionable insights. ​ Professionals from academia and industry, spanning from brand development to consumer insights, are invited to join the conversation and gain a comprehensive perspective on the latest advances in consumer research. The virtual event will cover not only the fundamental challenges of emotion research, but also cutting-edge technologies and real-life case studies presented by emotion researchers, experts, and end-clients. Attendees will have the opportunity to engage with thought leaders in the field and gain practical insights on how to effectively leverage emotion research to drive consumer perceptions and behavior. ​ The NeuroU goal is simple: To inform evoke discussions, encourage collaboration, and deepen knowledge around the future of consumer insights. Who can attend NeuroU? ​ Anyone can attend NeuroU! Our event this year is virtual and free, so all can attend, no matter where you are located. All event sessions are scheduled in Eastern Standard Time (EST). Recordings will be shared with registrants after the event. ​ Whether you are in academia or industry, completely new to consumer and market research or a seasoned vet, or even perhaps someone already involved in using applied neuroscience methodologies, this conference will deepen your knowledge and spark discussion about new trends and methods when designing research methodologies. This event will help attendees gain a deeper understanding of current consumer insights approaches. ​ I want to present at NeuroU 2023! How can I submit an abstract? ​ It is, unfortunately, too late to speak or present at NeuroU 2023, but we would love to hear from you about other opportunities! Whether that means looking ahead to NeuroU 2024, or sharing your insights on our podcast series, HCD MindSet , or joining one of our webinars, we would love to discuss what future opportunities would be the best fit. Please email Michelle at Michelle.Niedziela@hcdi.net to inquire further! ​ When is NeuroU2023? ​ NeuroU takes place on Tuesday, June 13 starting at 10AM EST. This event will take place virtually on Zoom. ​ Where is NeuroU? ​ NeuroU 2023 is completely online. You can register via this link or by clicking 'Register Here' button at the top of this page. ​ If you any issues, please notify Allison.Gutkowski@hcdi.net ​ I didn’t receive a confirmation email after registering! What should I do? ​ Wait 5 minutes after registering for the email from Zoom to arrive in your inbox. Please also be sure to check your spam and junk mail folders. If you still do not see a confirmation email, please contact Allison.Gutkowski@hcdi.net . ​ I registered for NeuroU and would like to see the early access content. What do I do? ​ If you are a first timer, or a NeuroU alumni, we welcome everyone to check out foundational education sessions from previous NeuroU. Please visit the early acess content at: https://www.youtube.com/playlist?list=PLDaZDdU3p8Qdx3s3JFAt1zYL42Rl7iOEI ​ I can't attend NeuroU 2023. Am I out of luck? ​ Nope! All the sessions are recorded and will be available for registrants, so as long as you registered for the event you will have access to all NeuroU content. The recorded sessions will be shared with registrants after the event. ​ How can my company become a sponsor of NeuroU? ​ We would love for your company to sponsor this event! Please email Allison.Gutkowski@hcdi.net to inquire further. Frequently Asked Questions NeuroU 2023 will be completely virtual. Access to the Zoom link will be emailed to registrants prior to the event. REGISTER HERE

The HCD Research® Company combines industry standard and cutting edge tools to drive the innovation of our clients’ industries and markets. We hold our team to the highest scientific and professional standards to provide authentic consumer experience insights at home, online, in the lab, on the shelf, and in the everyday consumer experience as a whole. Our Mission Our HCD Team At HCD, we have a tight-knit team that works tirelessly to achieve our goals and exceed expectations for our clients. We approach every research objective with a holistic understanding of the consumer research industry rooted in our 30 years of business. Each member of Team HCD has contributed to our success as a company and as a family-- with each bringing their own skills and personal assets. For more information on Team HCD click the button below. We look forward to connecting with you! TEAM HCD Our HCD Team ABOUT US 1 Million+ Heart Beats Collected 30 Years of Experience 25+ Neuroscientific and Psychological Methods

WEBINARS HCD’s webinar series has been a fun and useful tool for us to start conversations on important topics and create an opportunity for discussion and learning with our diverse panels of thought leaders. Even while at home, our webinars offer an interactive and accessible option to bring information to people all over the globe. We host the webinar recordings and other content on our YouTube channel, so you can register and watch later as well. Click on the button below to register for our next webinar or catch up on what you've missed! NEXT WEBINAR! YouTube Channel This is just a small sample of our 18 in house webinars that HCD Research has put together. If you are looking for more of our videos, please click the button below to visit our YouTube Channel! To stay updated on when we are having our next webinar, we recommend subscribing to our email campaigns which you can access via our footer. YOUTUBE CHANNEL

CONTACT US CONTACT US CONTACT US SUBMIT Thanks for submitting! I agree to be contacted by an HCD Employee after filling out the Contact Us form. For more information please check out our Website Privacy Policy Page. GET IN CONTACT! info@hcdi.net 908.788.9393 260 US 202/31 North Liberty Court Suite 1000, Flemington NJ 08822

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HCD Research Privacy Policy ​ Health Care Direct, Inc., doing business as HCD Research, is a marketing research and consumer sciences company with its corporate headquarters in Flemington, New Jersey, USA. HCD Research provides research services that support the creation of better products, packaging and communications for consumers. ​ This policy defines the commitment of HCD Research to protect the privacy of personal information that is collected or used during the course of conducting HCD Research marketing research activities. HCD Research will, and will cause its affiliates to, establish and maintain business procedures that are consistent with this policy. ​ We respect the privacy rights of individuals. ​ HCD Research will respect the legal requirements that exist regarding the privacy of personal information and is committed to complying with all applicable laws. HCD Research will, from time to time, review its personal information collection, use, and disclosure practices in order to assure compliance with laws and regulations. ​ We get explicit consent for sensitive information/children. HCD Research will maintain procedures to assure that information about children or other categories of sensitive information is only collected with explicit consent and is protected against improper use, consistent with applicable law. Prior to conducting a research project with children or young people, HCD Research will identify and comply with any applicable laws including the Children’s Online Privacy Protection Act (COPPA) which requires verifiable parental or legal guardian’s consent for interviewing children below the age of 13 years.​ ​ HCD Research adheres to the Principles of Notice, Choice, Accountability for Onward Transfer, Security, Data Integrity and Purpose Limitation, Access, and Recourse, Enforcement, and Liability with respect to personal information. ​ Notice ​ In the course of conducting our marketing research activities, HCD Research collects data from individuals who have agreed to participate in research after being informed about the nature and general objectives of the research. The purpose of our research is to provide answers and guidance to our clients as they relate to marketing and consumer science related questions. Data is often collected using marketing research surveys and interviews involving consumers, medical professionals and business professionals. In most cases, prior to being shared with a research client, the survey data is combined into aggregate form without any personally identifiable information. Similarly, in most cases, information from research interviews or focus groups is combined and summarized without any personally identifiable information being provided to our clients. In the event that personally identifiable information is to be shared with a research client or its affiliates, the participant will be notified prior and provided an opportunity to opt-out of participation or discontinue with the research, and no personally identifiable information will be shared. ​ HCD Research may disclose personal information, including personally identifiable information, collected during research activities to data controllers or data processors contracted by HCD Research to perform or assist in the performance of marketing research surveys or other marketing research activities as specified by HCD Research (research suppliers). Any research supplier engaged by HCD Research is contractually obligated to comply with the principles set forth in this policy. ​ Personal information is used for research purposes only and will not be used to market any products or services unless that possibility has been clearly disclosed in advance to research participants and explicit, opt-in consent has been given by the research participant. ​ The data types collected and purpose for collection: Contact information: Some or all of the following – name, postal address, email address, and telephone number. Such actively submitted, personally identifiable information is used to reply to any information request or comment; to respond to survey technical support needs, or other communication that you, the survey participant, may direct to HCD Research, Inc. (HCD) via the hcdi.net, hcdhealth.com, or hcdsurveys.com websites; and to process survey incentive payment. Self-reported survey research responses: Such information, usually collected via online surveys is reported in aggregate and reported without contact information for the purpose of providing marketing research guidance to our research clients. Audio and video recordings: This data is most often collected in the qualitative research context during interviews or focus groups and used by research moderators and interviewers as a reference for research report writing and is not shared with research clients without explicit consent of research participant. In some types of marketing research, we use recordings for behavioral coding. The purpose of the behavioral coding information is to quantify and operationalize the activities that participants do when interacting with a product or environment. Online survey application passive electronic information: Our online survey application uses “transient cookies” also known as session cookies for the purposes of holding a session key that will enable an online survey participant to log back into a survey if for any reason the participant must stop, or their internet connection is interrupted. Once the browser is closed, the cookie is removed. IP addresses are stored for the duration of a research study to avoid responder duplication and for data security purposes. Web browser user agent data is collected to indicate web browser client and version so that we can deliver the optimal survey experience to the user and debug any technical survey issues. Psychophysiological and sensorimotor data: For certain research projects, we collect physiological data (e.g. electrodermal activity, heart rate, electromyography, electroencephalography and eye movement and gaze information) in response to stimuli. This information is used in aggregate form to provide additional insights to marketing research. Choice HCD Research ensures that participation is voluntary, and the nature and purpose of the research is disclosed to research participants in advance of research. HCD Research will respect the right of anyone to refuse requests to participate in research and the right of those already engaged in research to terminate their participation. Personal information is used for research purposes only. If personal information is to be disclosed to a third party other than agents performing research tasks on behalf of HCD Research or to be used for a purpose that is materially different from that originally disclosed to or authorized by individuals, research participants will be provided with clear and explicit, choices regarding the use of their information. Sensitive information such as health or medical information, race, ethnicity, political opinions, religious beliefs, trade union membership, sex life of an individual, or criminal history, will require affirmative, express, opt-in consent from individuals if that information is to be disclosed to a third party other than agents performing research tasks on behalf of HCD Research or used for a purpose other than that for which it was originally collected or authorized for use by individuals via an opt-in choice. ​ Accountability For Onward Transfers Any personal data transferred to a third party acting as an agent or controller may only be used for limited and specific purposes required by the market research. ​ Personal information transferred to a third party acting as a data controller must provide the same level of protection as the set forth in this policy. Personal information transferred to a third party acting as an agent are required to provide at least the same level of privacy protection as the principles set forth in this policy. ​ Third party agents working for HCD Research or in partnership with HCD Research are required by contract to comply with HCD Research data privacy policies and the code of standards and ethics for marketing research and data analytics of either the Insights Association or ESOMAR. ​ HCD Research understands that it may be liable for violations which occur during the onward transfer of data to third parties. HCD Research also understands that the individual may invoke binding arbitration, under certain conditions. Please be advised that HCD Research may be required to disclose personal information in response to a lawful request by public authorities, including meeting national security or law enforcement requirements or when required by court order. ​ Security HCD Research will maintain the security of personal information, and protect the integrity of such information, with a commercially reasonable and appropriate degree of care. Data Integrity ​ HCD Research limits the personal information that it processes to that which is relevant for the purposes of the particular data processing. Personal information is not processed in a way that is incompatible with the purposes for which it has been collected or subsequently authorized by the individual. To the extent necessary for these purposes, reasonable steps are taken to ensure that personal information is reliable for its intended use, accurate, complete and current. HCD Research retains personally identifiable information only for as long as it serves a purpose for processing that is compatible with the purposes for which the information was collected or subsequently authorized by the individual. Access Individuals have the right to access their personal information provided as a part of our marketing research and be able to correct, amend or delete that information where it is inaccurate except where the burden or expense of providing access would be disproportionate to the risks to the individual’s privacy or where the rights of persons other than the individual would be violated. Upon request, HCD Research will permit individuals to access their personal information as indicated in this paragraph, however, for security purposes, adequate identification and verification will be required. ​ Recourse, Enforcement and Liability ​ HCD Research commits to resolve complaints about your privacy and our collection or use of your personal information. Individuals with inquiries or complaints regarding this privacy policy should first contact our Privacy Officer at: privacy@hcdi.net with the subject line, “privacy” or in writing to: HCD Research Attention: Privacy Officer 260 U.S. Highway 202/31 North Liberty Court Suite 1000 Flemington, New Jersey 08822 (908) 788-9393​ ​ Privacy Policy: Last Update: October 26, 2023.

More About Our Tools Neuroscientific approaches have become increasingly important in understanding how consumers respond emotionally and physically to product and brand experiences. Our brains may be the best window into understanding drivers of consumer behavior. At HCD Research®, we have successfully been using neuroscientific and psycho-physiological measures for over 15 years. ​ Methodologies from the neuroscientific field are being used more and more often in consumer and marketing research for predicting product and communication success. Our neuro-labs are portable, meaning we can be anywhere you need us to be. ​ Our focus on the research design ensures we use the right tool for the right research question. Each neuroscientific tool we use helps us to uncover a specific piece of the overall complex phenomenon being tested. The tools we use, and our research designs, are grounded in scientific validation to maximize valuable consumer insight. ​ Eye Tracking & Pupil Dilation Facial Coding Psycho-Physiological Measures (galvanic skin response, heart rate & heart rate variability, facial electromyography, skin temperature, etc.) Neurological Measures (EEG) We deliver holistic and integrated analysis of neuro-assessments with psychological and traditional marketing methodologies to create a comprehensive understanding of the consumer experience, leading to actionable results and confident business decisions. NEUROSCIENTIFIC RESOURCES For more information on our work check out our RESOURCES Page for whitepapers, infographics, and downloadables!

REGISTER CONTACT US CONTACT US SUBMIT Thanks for submitting! I agree to be contacted by an HCD Employee after filling out the Contact Us form. For more information, please check out our Website Privacy Policy Page. GET IN CONTACT! info@hcdi.net 908.788.9393 260 US 202/31 North Liberty Court Suite 1000, Flemington NJ 08822 Please complete the registration below. Confirmation and invites will be sent via Zoom. First Name Last Name Email Position Submit Thanks for submitting! You will be contacted by an HCD employee with the session recordings. What are you most interested in learning about I agree to be contacted by an HCD Employee regarding the NeuroU Symposium. Company/Organization NeuroU 2023 will be held on June 13, 2023. The event features pre-recorded presentations and live sessions. On Demand access to the recordings can be accessed after the event.

System-Thinking To understand consumer decision making, the modes of thinking categorizes different thought-processes to develop language around abstract concepts of human judgement. Download White Paper Last Name Email SUBMIT Complete the form below to access the white paper. Thanks for submitting! First Name Company Position I agree to be contacted by an HCD Employee after completing the Whitepaper form. For more information please check out our Website Privacy Policy Page. Press the button to download the white paper. DOWNLOAD

Implicit Association & Response Associations are a common part of life. Grouping people or concepts is how we train our brains to comprehend ideas or react to situations faster. Experiences are a large part of what shape our associations. Download White Paper Last Name Email SUBMIT Complete the form below to access the white paper. Thanks for submitting! First Name Company Position I agree to be contacted by an HCD Employee after completing the Whitepaper form. For more information please check out our Website Privacy Policy Page. Press the button to download the white paper. DOWNLOAD