Neuromarketing Science & Business Association (NMSBA)

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  • June 29, 2017 09:05 | Anonymous

    Tobii Pro, the global leader in eye tracking research solutions, announces a new solution for conducting high-end, eye tracking research within immersive virtual environments (VR) - Tobii Pro VR Integration. The research tool, based on the HTC Vive headset integrated with Tobii eye tracking technology, comes with the Tobii Pro software development kit (SDK) for research applications. Researchers can collect and record eye tracking data from a VR environment with pinpoint accuracy and gain deeper insights on human behavior.

    Eye tracking research in immersive VR is transforming how studies can be conducted and opens up entirely new possibilities in psychology, consumer behavior, and human performance. Through VR, researchers have complete control over a study environment which allows them to run scenarios that previously would have been too costly, risky or difficult to conduct in real life.  

    “Combining eye tracking with VR is growing as a research methodology and our customers have started to demand this technology to be part of their toolkit for behavioral studies. The Tobii Pro VR Integration is our first step in making eye tracking in immersive VR a reliable and effective research tool for a range of fields. It marks our first major expansion of VR-based research tools,” said Tom Englund, president, Tobii Pro.  

    Through eye tracking in VR:

    • Researchers can get deeper insights to the shopper journey and a store environment can be readily duplicated in the virtual world without having to go through the time and money of setting up an actual store. Shopper behavioral tests can be conducted on products pre-production as well as the effectiveness of campaign messages. 
    •  Researchers can study anxieties, phobias and PTSD in entirely new ways where they can fully control the visual stimuli, such as spiders or stressful situations, and regulate the experience in a safe environment without putting the participants in serious distress. 
    •  Skills in a variety of fields can be tested without risk e.g. surgery procedures on virtual operating rooms where the visual strategies of an expert can be applied to new training protocols.  
    •  An objective, unbiased look at what drives decision-making and reactions in the virtual world is obtained, providing unparalleled insights into how people act in these virtual environments for a deeper understanding of human behavior in the real world.  

    “Eye tracking in immersive VR will open up opportunities for new ways of evaluating research questions that leverage the ability to control the environment and the net gain for researchers will be stronger insights that will be more predictive of real-world behaviour,” said Dr. Tim Holmes, director of research and development at Acuity Intelligence and Honorary Research Associate at Royal Holloway, University of London. 

    The technology behind the Tobii Pro VR Integration 
    Tobii Pro VR Integration is a retrofit of the HTC Vive business edition headset with a seamless integration of Tobii eye tracking technology. It is capable of eye tracking all types of eyes, collecting binocular eye tracking data at 120 Hz (images per second). The solution allows study participants to move naturally while wearing the headset without compromising the user experience or the output of the eye tracking data. 

    The solution comes with Tobii Pro’s software development kit (SDK) enabling eye tracking data collection for both live interactions and analysis. The Pro SDK supports millisecond synchronization and gives researchers the freedom to build analysis applications customized to their research on either Matlab, Python, C. or .Net compatible with Unity.

  • May 22, 2017 14:57 | Carla Nagel (Administrator)

    CoolTool released a one-stop solution for affordable full-cycle neuromarketing research – NeuroLab.  It’s a combination of eye tracking, emotions measurement, EEG and mouse tracking solutions that allows to collect data, cross-analyze data, create real-time reports and share it with your clients. With NeuroLab you can test printed or digital advertising, website usability, video, product packaging, design and shelf placement.

    CoolTool it is a platform for conducting research yourself and collaborating with those who can help you with your projects.

  • May 17, 2017 17:39 | Carla Nagel (Administrator)
    Tobii today announced that it has acquired substantially all of the assets of Sticky, a company that provides a cloud-based product enabling large-scale market research studies using webcam eye tracking.

    Sticky will be integrated with the business unit Tobii Pro, the global leader in eye-tracking research solutions. "I am very pleased to welcome Sticky into the Tobii family. The acquisition of Sticky delivers on our strategy to grow our efforts within large-scale eye tracking data analytics and expands Tobii Pro's market research offering", said Henrik Eskilsson, CEO of Tobii. "Tobii Pro leads the market in bringing eye-tracking insights to commercial brands, researchers and organizations and Sticky's cloud-based platform will be a great complement to our existing eye-tracking solutions", said Tom Englund, president of Tobii Pro. Sticky was established in 2009. It is headquartered in San Francisco with offices in New York and Stockholm and employs 15 people. Sales for 2016 were approximately USD 1.5 million (approximately SEK 13 million) with an EBIT of USD -2.8 million (approximately SEK -25 million).
  • January 26, 2017 16:45 | Carla Nagel (Administrator)

    Ogilvy today announced the creation of the Ogilvy Center for Behavioral Science. The Center, which will work across the Ogilvy group, will focus on establishing a new system to define how audiences think, feel and behave to improve marketing and communications effectiveness. Christopher Graves will assume the role of President and Founder of the Ogilvy Center for Behavioral Science effective immediately. Graves will work with Carla Hendra, Global Chairman, OgilvyRED and Vice Chairman, Ogilvy Worldwide Board.

    „Behavioral science will create a real edge for us in the marketplace,” said Carla Hendra, Global Chairman, OgilvyRED and Vice Chairman, Ogilvy Worldwide Board. „We are thrilled that Chris has agreed to take on this new role as he is one of the industry’s most recognized experts in the field and will help us to transform the way we understand and move people on behalf of our clients.”

    As part of its work, the Ogilvy Center for Behavioral Science will tap a huge and fast-growing body of research to help clients identify the levers most likely to shift behaviors and change attitudes. To do this, Graves and the team have created a new navigation tool called AMOS, named in honor of one of the founding fathers of behavioral economics, Amos Tversky.

    „Recently we have all seen how traditional demographics research can fail spectacularly in predicting outcomes – especially in a polarized, ‚post-fact’ environment,” said Graves, „but behavioral scientists look beyond demographics and beyond what people say, to the inner workings of how people view the world and create their own identities.” Graves noted behavioral scientists have shown that instead of targeting people, understanding them works better. Behavioral science helps us do that, creating far more effective ways to help clients achieve better outcomes.

    The Ogilvy Center for Behavioral Science will do just that, plus create a comprehensive, new approach to achieving client goals by combining the legendary Ogilvy expertise in brands, with new cognitive and behavioral insights. The approach is called „B4” due to its focus on Brand, Brain, Behavior, and Bias.

    Graves said he spent eight years finding, digesting and sorting research, but the key was creating a way for non-scientists to use the findings in practical ways. „This is not a niche,” cautioned Graves, „It drives big increases in effectiveness for everything from health and wellbeing, the environment, personal finance, social issues, politics, crisis management, employee engagement, and sales of products and services.”

    The Ogilvy Center for Behavioral Science will launch in Q1 2017 and will scale across Ogilvy over time. The Center will appoint a board of scientific advisors as well as partner with and build on the groundbreaking work of the behavioral expert practice group, Ogilvy Change, based out of London and Washington, DC — led in the UK by Vice Chair Rory Sutherland and Managing Director, Mark Lainas, and led in Washington, DC by Executive Vice President, Tony Silva — with further centers in Paris, Sydney, Milan, Madrid, Wellington and Johannesburg.

    Additionally, the Ogilvy Center for Behavioral Science will partner with other behavior change specialists such as research giant WPP’s Kantar to create new cognitive insights, and with WPP Government to help in large-scale population behavior change for quality of life improvement.

    Christopher Graves has led the industry as a proponent for bringing more behavioral science into communications. The Rockefeller Foundation honored Graves in 2016 with a prestigious Bellagio Residency, the Holmes Report named him a Top 25 Innovator, and he is a WPP 4-time Atticus Award honoree for thought leadership. Graves also co-founded the behavioral insights initiative at the Institute for Public Relations. His behavioral and cognitive insights writing has been featured in the Harvard Business review and widely cited in media.

    Graves has served at Ogilvy Public Relations for a combined 12 years – as Global Chair, Global CEO, and APAC Regional CEO. Graves just completed two terms as Chair of the PR Council and he is an elected life member of the Council on Foreign Relations.

  • December 06, 2016 11:49 | Carla Nagel (Administrator)

    Rotterdam School of Management, Erasmus University (RSM) and Alpha.One have signed an exclusive two-year partnership to conduct joint research in the field of consumer neuroscience. Under the agreement, RSM and Alpha.One will design research and exchange data and expertise, aiming to generate academic publications and commercial business applications. To achieve this, Alpha.One will contribute research capacity to RSM.

    “At RSM, we highly value engagement and interaction with business in practice,” says RSM Dean Steef van de Velde about the partnership. “This is a great opportunity to combine the academic rigour of our marketing department with practical relevance.”

    Ale Smidts, chair of the Department of Marketing Management at RSM adds: "We see lots of benefits in jointly designing research and further developing this exciting scientific field with Alpha.One. Exchanging expertise with one of the market leaders makes this a true partnership.”

    "We are looking forward to extending our successful co-operation with the scientific leader in this domain,” says Coen Olde Olthof, CEO of Alpha.One. “We will build on the knowledge and expertise of RSM to continuously improve our products and services. This partnership will not only benefit our clients but the industry as a whole."

    Rotterdam School of Management, Erasmus University (RSM) is one of Europe’s leading research-based business schools. RSM provides ground-breaking research and education furthering excellence in all aspects of management and is based in the international port city of Rotterdam – a vital nexus of business, logistics and trade. RSM’s primary focus is on developing business leaders with international careers who carry their innovative mindset into a sustainable future thanks to a first-class range of bachelor, master, MBA, PhD and executive programmes. Study information and activities for future students, executives and alumni are also organised from the RSM office in Chengdu, China.

  • November 07, 2016 09:26 | Carla Nagel (Administrator)

    UK-based software solutions firm Sensum has upgraded its Sensum Insights neuromarketing solution, to include facial-recognition, eye-tracking & implicit testing technology - a first for a self-service solution, the company says.

    Sensum promises clients a clear overview of an audience's emotional response to content, products or experiences, via an online platform which combines data from traditional research with non-conscious data from wearable devices & biometric sensors. 

    Uses include understanding an audience's emotional responses to media, messaging, visuals and pricing. Clients can incorporate facial recognition and eye-tracking within traditional surveys; add additional data streams such as sweat response (GSR), motion and heart-rate data; track results in real-time; and instantly visualize, compare and download graphs & results. 

    CEO & co-founder Gawain Morrison comments: 'The ability to build a truly personalized relationship with consumers is what enables brands to not just survive, but thrive. We've specifically developed Sensum Insights to help marketers, creative agencies & researchers be able to do this in the most efficient, cost-effective and in-depth way possible'. 

    Web site: .

  • October 31, 2016 17:56 | Carla Nagel (Administrator)

    Today the options to increase the awareness of your company for 2017 are announced. New options include featuring your company in the company directory, a logo in the NMSBA email newsletter, or an add in INsights. Have a look at all possibilities at this page

  • May 09, 2016 14:58 | Simone Oude Luttikhuis

    Would you like to work in Neuromarketing? Check out the below opportunities at Ipsos Neuro and Behavioral Science Center:

    Scientific Director, Neuro and Behavioral Science R&D

    Location: New York, New York

    Position Description: To lead Neuro and Behavioral Science R&D with curiosity, drive and scientific rigor, spanning focus on developing new knowledge regarding the process of consumer decision making and response to all aspects of marketing stimuli. The position includes evaluation of new methods, development of tools and applications; establishment of metric dashboards and advanced neuro analytics. The Scientific Director is also encouraged to contribute to industry knowledge through publishing and serve as consultant to the organization and clients. Positon leads an R&D team and reports to the Ipsos CEO of Neuro and Behavioral Science.

    Requirements: PhD in Neuroscience, Cognitive Psychology, Behavioral Economics or related field, plus experience working with market research applications using nonconscious measurement techniques especially Implicit Reaction Time Testing, Biometrics, EEG, Facial Coding and Eye Tracking. Required are strong statistic, design and analytic skills plus excellent written and verbal communications and highest ethical standards. The ideal candidate has sound judgment, talent and drive for innovation, humor and openness to travel.

    About Ipsos: Ipsos is one of the largest market research companies with offices in 87 countries. Our Neuro and Behavioral Science Center focuses on nonconscious measurement and developing methodologies and thought leadership across the organization and to multinational clients worldwide. Our services span communications testing, concept, product and sensory testing, brand health, loyalty, tracking, public affairs, etc.

    Applications for the above position can be sent to Elissa Moses

    Director or VP, Neuro and Behavioral Science R&D

    Location: New York, New York

    Position Description: The Director or Vice President, Neuro & Behavioral Sciences is a subject specialist in Neuro or System 1 applications to market research. The Director/VP will be a leader and steward of consumer neuroscience research projects for global clients and internal research & development to establish new techniques, products and approaches within the space of non-conscious emotional measurement and its applications to the field of market research.

    As a seasoned researcher with a strong System 1 academic foundation (neuroscience, cognitive neuroscience, behavioral sciences, psychology, behavioral economics) and experience with neuromarketing methods such as (implicit reaction time, biometrics, EEG, facial coding, etc.) the position will leverage academic and industry experience to deliver cutting edge research programs and present complex, insight driven results to clients.

    The ideal candidate possesses a depth of applied neuromarketing and market research industry experience as well as a strong relevant academic foundation. The candidate has excellent written and oral communication skills as well as a potential to publish/present at conferences, develop or grow their industry presence and a willingness to travel domestically and internationally. This position is based in New York or Connecticut.


    · Advanced degree in Cognitive Neuroscience, Psychology, Sociology, Neuroscience, Statistics, Neuro Economics or related field

    Related neuromarketing or behavioral science application industry experience

    Experience with fundamental market research verticals including copy testing, package testing, concept/new product development, shopper insights, etc.

    Experience applying biometrics, EEG, Eye-Tracking, Facial Coding, Implicit or other neuro/System 1 tools to market research

    5+ years of experience

    Ability to analyze and synthesize highly complex and varied data sets; to bring the data to life through story-telling and provide meaningful, action oriented recommendations to clients; design and communicate complex methodologies to internal and external clients/constituents

    Innate curiosity, independent thinking, innovative tendencies, sound judgement and intellectual honesty

    Applications for the above position can be sent to Jessica Reiter

  • April 15, 2016 17:59 | Simone Oude Luttikhuis

    NEW DELHI: Australian business degree school SP Jain School of Global Management is setting up an advanced neuro-marketing centre at its Singapore campus in the next two months. With this, the school aims to bring market research by introducing scientific study of the correlation of commercials and the emotions evoked by them.

    The lab, which will come at an undisclosed cost which the school did not disclose to ET, is being set up under Dr Nicolas Hamelin who has about 10 years of experience in marketing, consumer behaviour and advertising research.

    This will aim to provide researchers, marketing executives and managers with modern scientific tools and practical know-how to better understand consumers' emotional responses, attention, memory and decision making processes.

    "The advancement in cognitive and neuro-science have revealed that the subconscious and emotions play a big role in decision-making. Since a consumer's decision process mostly take place is the unconscious, it is important that the industry looks beyond traditional market research. Traditionally it was based on questionnaires," Hamelin told ET.

  • January 28, 2016 16:01 | Carla Nagel (Administrator)

    MediaCom will be incorporating Realeyes’ emotional intelligence into their creative testing and media planning processes.

    MediaCom will be leveraging how audiences truly feel to provide their client base with insights on creative and planning around every piece of content their partners produce or create in-house. This emotional intelligence will enable them to get better video content directly in front of the right people - giving them a 'prorietary advantage' over competitors says Mediapost.

    Read more:

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