Don’t guess. Know.

BRAIN+BUSINESS™

Do you think you would benefit from reading your customers’ minds? Understand how their brains work, know what they think and identify the features that will make their brains pick your brand and not that of the competitors? Not only big companies like PepsiCo, The Weather Channel, eBay, Daimler, Google, Microsoft, Disney, Hyundai and Coca-Cola use brain imaging methodologies to create new product ideas, position brands or create the most effective advertising campaigns, but smaller companies and even start-ups have also navigated towards their customers’ brains in the ever-increasing domain of competition. It’s a useful tool for existing methods that haven’t yet been able to provide the relevant information for the right business-decisions:

%

of new grocery store products fail.

%

of new CPG products fail.

%

of new consumer products fail.

1) University of Toronto, Professor Inez Blackburn, 2) Nielsen, SVP Rob Wengel, 3) Harvard Business School, Professor Clayton Christensen.

How to avoid statistical failure and create value that secures success? We know how. We developed the most effective way of identifying a specific value for products and services by analyzing the customer’s neural processing. If cooperating with SCIENCE+BUSINESS™, you will get a secret formula no other service provider can offer.

Luck Is Not a Strategy

None of your customers are rational; none of them behave and buy your products and services rationally. The brain’s main objective is to approach valuable things and avoid harmful ones. Indeed, your customers’ minds are always out for a reward, whether your product is functional or has an emotional connection, or your customers are consumers or experienced professional purchasers. Besides, the main operating principle of the brain is to process information out of awareness, so most of its actions never reach the conscious (a.k.a. rational) level. Consequently, if you want to develop, produce or market something for your customers, you have to give careful consideration to how their brains work. Analyzing brain activity with our proprietary algorithms in a given brain area generates secure information on the success/failure probability.

Brain Imaging Technologies

Analyzing customers’ brain requires proper brain imaging devices. We apply only the established medical technologies for creating winning formulas for your business needs.

Electroencephalography (EEG) is an electrophysiological method to record the electrical activity of the brain with the electrodes placed along the scalp. EEG measures voltage fluctuations resulting from ionic current within the neurons of the brain.

Functional magnetic resonance imaging or functional MRI (fMRI) measures brain activity by detecting changes associated with blood flow. fMRI relies on the fact that cerebral blood flow and neuronal activation are coupled. When an area of the brain is in use, blood flow to that region also increases.

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