Tools

We approach each client’s question with a method agnostic point of view. With your partnership, we create custom experimental designs built to answer your specific research needs. With our suite of unsurpassed tools, only those that best capture the essential data to answer the questions at hand are deployed.

We offer two testing environments: simulated living rooms and our proprietary NeuroQube stations. NeuroQube stations provide a scalable solution to incorporate any combination of our traditional and neuroscience tools to test single and multi-screen content on any device.

In our relentless push for innovation and accuracy, we continually test and validate our existing tools, develop new tools and work to improve existing technologies.

 

Biometrics

These tools measure non-verbal emotional responses by passively capturing sweat-induced moisture on the skin (also known as skin conductivity) and heart rate.

Fluctuations in skin conductivity are interpreted as changes in emotional response and can be used as a continuous measure of a consumer’s reaction/response.

Heart rate is commonly used in studies to help interpret reactions to stimuli or changes in attention, as indicated by orienting responses.

Biometric data are featured in MediaScience’s NeuroDial™ data visualization service, which allows for second-by-second analysis and presentation of audience psychological and physiological responses to dynamic stimuli.

Eye Tracking

Our labs have the capability to measure a consumer’s visual attention to various types of content for a single media platform or simultaneously across multiple platforms, including TV, PC, laptop, tablet, smartphone and print.

With over 100 eye tracking systems from more than 7 key manufacturers, we can leverage the best system to address your research needs.

Eye tracking data are featured in MediaScience’s NeuroDial™ data visualization service, which allows for second-by-second analysis and presentation of audience psychological and physiological responses to dynamic stimuli.

Facial Coding

Measuring expressed emotional responses, facial coding is a valuable tool that draws from what is written on a consumers’ faces to interpret how they are feeling during a program, ad or experience.

The Facial Action Coding System is a categorization of single facial muscle movements. Each specific muscle movement is classified as an action unit (AU). There are six universal combinations of AUs that correspond to known emotional states: happiness, sadness, fear, anger, disgust and surprise.

Since facial coding is implicit and unobtrusive, it offers a highly accurate read on subtle changes within a consumer’s facial landscape in real time.

Facial coding data are featured in MediaScience’s NeuroDial™ data visualization service, which allows for second-by-second analysis and presentation of audience psychological and physiological responses to dynamic stimuli.

Implicit Measures

Using response latency (reaction time) tests, implicit association testing (IAT) measures a person’s automatic associations between concepts and attributes.

IAT captures associations that may influence attitudes and behavior through task-based approaches. For example, consumers may be asked to quickly categorize concepts (e.g., male and female) with an attribute (e.g., smart) across several combinations. This series of rapid judgments reflect attitudes that consumers may not be aware of or unwilling to reveal.

Dial Testing
Traditional dials have been used for decades in the media research community to enable consumers to express their positive or negative responses to stimuli on a moment-by-moment basis.

While we recognize limitations with this tool, there are certain instances where its use may derive benefits. However, traditional dials did not meet the MediaScience® standards for measurement, as participants often drop their gaze from the screen to look at the dial.

Our team developed a proprietary system that allows a participant’s gaze to remain on the screen and visualize their responses from the dial without interrupting the overall experience.

NeuroPoll Focus Groups
The MediaScience® NeuroPoll combines the utility of focus groups with the power of biometrics, a dramatic advancement for focus group research.

Our proprietary approach enhances focus groups by providing immediate biometric and facial coding data for each participant. With this information, you can ask the moderator to solicit further comments from participants based on their physiological responses, resulting in a deeper discussion.

The NeuroPoll represents the next generation for focus group testing, greatly enhancing the ability to interpret verbal feedback and drive strategic insights in real time.

Surveys
Surveys have been a workhorse for consumer research and remain an integral part of our agnostic approach to research. Dependent on the research objectives, we believe surveys are quite useful for testing differences across cells (e.g., memory and likability) and gauging responses to questions that we are confident consumers can reliably answer.
 

Affiliations & Associations

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