At MI.ND Lab, we pride ourselves on delivering strategic, actionable research insights that enable businesses to make data-driven decisions with confidence.
Our neuroscientific research capabilities provide a powerful suite of solutions to quantify consumer emotions, cognitions and behavioural responses. Neuroscientific research techniques utilise scientific principles concerning the ways the human brain truly thinks and makes choices at a subconscious level. These techniques give us insights into consumer decisions and actions that are not amenable to exploration using conventional research methodologies. In combination with traditional methods such as focus groups and survey research, neuroscientific capabilities unlock deeper insights.
The MI.ND Lab is equipped for neuroscientific research using various neuro- and physiological methodologies. These methodologies include eye-tracking, electroencephalography (EEG), electrocardiography (ECG), electromyography (EMG), facial coding and galvanic skin response (GSR).
Eye-tracking is ideal for testing advertisements because we can see how consumers are processing key messages and branding.
It tracks the visual attention generated by visual stimuli displayed on-screen using screen-based eye trackers or in real-world situations with wearable eye-tracking glasses.
Eye-tracking provides high-level detail that:
An EEG is the only brain measurement technique that captures brain activity at the speed of cognition. It measures brain activity directly, instead of indirectly, through participants' behaviours and choices.
Our studies measure electrical activity in the brain using small metal discs (electrodes) that are gently attached to the scalp to monitor brain activity and estimate participants' emotional and cognitive states. Data gathered is decoded into engagement and memorisation metrics.
EEG studies help companies to find out if their advertisements, websites, and apps:
Our ECG studies measure the electrical activity of the heart to determine participants' heart rates. Heart rate fluctuations can indicate calmness, excitement or fear.
This method of facial coding relies on detecting facial expressions that reveal participants' emotions.
Changes in the features of the mouth, eyes and eyebrows are used to decode emotional states.
Peoples' emotional levels change in response to the environment they’re in. If something is scary, joyful or moving, the emotional response they experience increases eccrine sweat gland activity.
Our GSR study measures the skin conductivity levels, typically of participants fingers or palms, indicating fluctuations in sweat gland activity levels.