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A New Paradigm

The market research and insights industry is moving towards a growing acceptance and adoption of cognitive and neuroscience methodologies. These methodologies allow companies to quantify and gain insight into cognitive and emotional processes as they evolve over time while consumers interact with products, brands, marketing materials and even in-store environments. 
This movement adds significant insight and interpretation to what has become known as the “traditional approach” to market research: an approach that relies heavily on after-the-fact rationalisations on already experienced emotions.


Technology & Methodology

Electroencephalography (EEG) provides an efficient, cost-effective approach to measuring emotional and cognitive responses as consumers interact with marketing and advertising stimuli, products and brands as well as in-store environments. 
The electroencephalogram carries a highly accurate quantitative record of the actual emotional and cognitive response that play out within the human brain, and as such it can be analysed to assess at what points of the brand/product interaction different responses are occurring. 

Galvanic Skin Response (GSR) is another cost-effective approach to measuring consumers' emotional experience. GSR provides a measure of emotion by tapping into responses triggered by the autonomic nervous system; specifically, changes in moisture levels within the upper layers of the skin triggered by emotional responses to the environment and stimuli therein. This measure provides high temporal precision and is widely applied in a number of different fields including consumer neuroscience.

Eye tracking analysis is a tool used to measure visual attention. Visual attention is of interest as 83 percent of the information used in cognitive processing is visually obtained. Using memory to recall product, advertising or in-store visual behaviour has been found to be inadequate in objectively determining when, how long, and what attracts attention.
Consequently, the connection between visual attention and consumer behaviour has numerous implications in terms of understanding consumer purchasing decisions. 

Implicit brand association tests the strength of a person’s automatic association between an attribute and a brand or product. It measures the immediate implicit response rather than a considered, deliberated response. The methodology reveals actual, real associations with brands and avoids hidden biases.



Consulting Services


Given the substantial investment required to market a brand in today’s challenging economy, having sound strategy and insight make a significant difference in the overall efficacy of your spend.

HeadSpace Neuromarketing can help you build superior strategies utilising innovative marketing principles drawn from disciplines such as behavioural economics and neuroscience. Call us to see what we can do for you.