Research Approach
Traditional research focuses solely on stated responses and therefore misses the impact of subconscious mind on decisions. This limits the relevance of derived consumer insights and the derived actionable would not result in creating content which would drive attention, engagement and ultimately brand connect.
To address these challenges Decrypt’s R&D team developed Dialogue. Dialogue our neuroscience driven AI platform uses a blend of EEG & eye-tracking to directly measure the brain’s electrophysical signals unlocking complete understanding of consumer preferences and decisions both conscious and subconscious. For this project we used Dialogue’s EEG & eye tracking to map brain signals & measure message recall, engagement and activation of video content, including brand resonance as well as brand ambassador impact.
