HCD Research Introduces Cognitive and Neuromarketing Metrics

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Mar 06, 2014, 06:29 ET

FLEMINGTON, N.J., March 6, 2014 /PRNewswire/ -- HCD Research now offers neuromarketing that is accessible and actionable: the EmCode™ 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 EmCode™ 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 way to evaluate both conscious and subconscious responses to various advertising efforts.

The BIS evaluates advertisements across three key psychophysiological attributes:

Stopping Power
Sustained Positive Engagement
Brand Immersion

Under the direction of Paul Bolls, co-director of the PRIME Lab at the Missouri School of Journalism and Scientific Advisor to HCD Research, a team of experts has developed a measure of true Stopping Power by tracking cardiac deceleration, arousal, and emotion at initial exposure to an advertisement. Similar psychophysiological measurements are captured throughout viewing to extrapolate levels of maintained attention, strength of arousal and the intensity and direction of emotional response. Finally, precise physiological measures during exposure to brand elements are used to determine whether information has been encoded and the extent to which a favorable response to the brand has occurred.

Using a complex algorithm, each factor is given a specific weight depending on whether it is a static or animated/video advertisement. This score can then be compared to HCD Research benchmarks to determine whether the advertisement is more or less effective than others in the same industry. While powerful as a stand-alone tool, the EmCode™ Neurocognitive Metrics combine both the neurological and cognitive scores to provide the most accurate competitive advertisement assessment.

Subconscious responses to advertising can have significant implications for consumer purchasing decisions. As a result, it is essential to determine whether an advertisement is likely to capture attention in a cluttered advertising environment and foster a long-lasting, positive association with the brand. This combination of advertisement scoring does just that.

As Glenn Kessler, President of HCD Research, explains, "The newest metric reveals how effectively an advertisement can grab attention, maintain attention, and evoke a positive emotional response, particularly during branding moments."

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SOURCE HCD Research