Eye tracking, facial coding, galvanic skin response and implicit testing reveal what consumers see and feel before they answer. Paired with traditional research, they explain what’s working in your communication.
I really liked the ad. I remember the brand clearly.
Neuromarketing is where marketing meets science. It uses biometric measures to understand and assess people’s emotional, spontaneous reactions to ads, brands, products, websites and packaging. Combined with interviews, it shows what your audience sees and feels.
Illustrative example.
Each technique captures one dimension of the reaction. Together, and combined with an interview, they show the experience from several angles.
Records where the person looks, in what order and for how long.
Identifies basic emotions from facial expressions, moment by moment, as people view the stimulus.
Measures skin conductance, which varies with the intensity of emotional arousal, second by second.
Measures how quickly people link the brand to specific attributes, revealing automatic associations.
All measures are synced to the video. Drag the timeline or press play to see what happens in each scene.
Illustrative data.
Compare ads before they air and pick the one that holds attention and moves people.
Answers: Which ad communicates best, and why?Assess how your packaging stands out, reads and appeals compared with competitors.
Answers: Does my packaging stand out on the shelf?See how shoppers scan the shelf and what actually catches their eye.
Answers: What does the shopper see before deciding?Track attention and emotion second by second and pinpoint what to fix.
Answers: At what point does the ad lose its audience?Combine eye tracking with real tasks in usability tests.
Answers: Can users find what they are looking for?Measure implicit associations between the brand and the attributes it wants to own.
Answers: What does the audience associate with my brand?A pioneer in combining neuromarketing with traditional research in Brazil, Checon pairs biometric measures with qualitative and quantitative research. The sensors show what happens, the interviews explain why, and the numbers tell you how much.
Neuromarketing uses biometric measures to capture spontaneous reactions to ads, packaging, websites and brands. In practice, participants are exposed to the stimuli while sensors record their gaze (eye tracking), facial expressions (facial coding) and emotional arousal (GSR). Afterwards, an interview helps interpret what was measured.
Talk to a specialistEye tracking records where people actually looked, in what order and for how long, without relying on their memory or opinion. It shows, for example, whether the brand was noticed in an ad or whether a button went unseen on a website, something participants often can’t tell you themselves.
Talk to a specialistIt depends on the objective and how many ads are being compared. Neuromarketing studies use smaller groups than a traditional quantitative survey, because each participant generates a large volume of measurements. Checon recommends the right sample size in the proposal, based on the stimuli and audience profiles.
Talk to a specialistNo. Neuromarketing is a complement. It shows reactions people can’t put into words, while qualitative research explains the reasons and quantitative research measures how widespread they are. At Checon, biometric techniques are built into traditional research.
Talk to a specialistPrint and digital ads, commercials and videos, packaging, points of sale and shelves, websites, apps and marketing materials in general. We can also measure implicit associations between a brand and attributes, without any specific visual stimulus.
Talk to a specialistYes, when it’s done transparently. Participation is voluntary, participants consent to the sensors and recordings, and data is handled under Brazil’s data protection law (LGPD) and market research codes of conduct. The goal is to understand reactions in order to improve communication and experiences, not to manipulate choices.
Talk to a specialistTell us what decision you need to make. A specialist will get back to you within 1 business day with an initial approach.
