HCD Research Highlights a Method-Agnostic, Consumer-Centric Approach to Neuromarketing at NIMF 2014

FLEMINGTON, N.J., Nov. 4, 2014 /PRNewswire/ -- Michelle Niedziela, a global leader in applied consumer neuroscience research, will be speaking at NIMF (Nonconscious Impact Measurement Forum) on November 6^th, 2014 on the importance of using the right neuroscientific tools and methods for the right research questions. "Neuromarketing was supposed to break us out of the 'blackbox' in measuring consumer behavior," says Niedziela, a PhD in behavioral neuroscience and Scientific Director at HCD Research, referring to the blackbox that is measuring the consumers subconscious, previously only understood in terms of input and output without any knowledge of its internal workings. "As neuroscience has become more popular in market research, methodology seems to have gotten put back in the blackbox." She continues, "The focus shifted from greater understanding of consumers (results) to focusing on the latest technologies and gadgets. New technology is great, but it's important to keep our eyes on the prize: scientifically sound, actionable results." Niedziela also notes that clients have become more knowledgeable and savvy, "Clients are starting to ask why: why that tool, why that method, and how will this add to my current research and product pipeline. This is a great thing because collaboration is key in helping our clients add value to their consumer research."

Niedziela and HCD Research advocate a process of customized research design to optimize actionable results from consumer studies using combinations of neuroscience, psychology, consumer science and traditional market research. At NIMF, Niedziela will present HCD's methodologies and perspective on working with clients to build research programs for better consumer understanding, identifying innovation opportunities through experience innovation, and providing scientifically meaningful claims and actionable results. "We're going beyond the one-off project and building research programs that help in consumer understanding, creating consumer technical models and developing product pipelines."

NIMF 2014 will take place on November 6^th, 2014 in New York, NY and is designed to advance the conversation and increase collaboration among corporate clients, market research consultants, technology providers and the academic community. To learn more about HCD Research, visit their website: http://www.hcdi.net.

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SOURCE HCD Research, Inc.

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