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Reading what people cannot put into words.
Most of what people do, they do without deliberation; asked afterwards, they give reasons that sound right. Some questions turn on this: whether an advertisement moves people, whether a pack is seen, what a brand means beneath its stated image. For those, we add our own implicit and neuro algorithms to the study. We began combining EEG, eye gaze and facial expression in one read in 2016, ahead of the field. Years of live studies have built the norms the algorithms read against.
TriE™
TriE reads the three Es: EEG, emotions and eye gaze. It measures attention, emotion and engagement, second by second, while people watch or look at something. It runs in a central location and reports composite indices of engagement, bonding and persuasion against our norms.
- Used for
- Films, trailers, television and digital advertising, packaging, outdoor and print, etc.
- Setting
- Central location, from 10 to 30 people per cell upwards
- Gives you
- The seconds that work and the seconds that do not, which film to lead with, and how to split the media behind each
TriE Express™
TriE Express is the online version, without EEG. It reads eye gaze and facial expression through a webcam, so it runs in people's homes, anywhere, in days.
- Used for
- Quick reads on ads, packs, concepts, outdoor and web pages, etc.
- Setting
- Online, any market with a webcam
- Gives you
- Attention and emotion by second, at the speed and cost of an online survey
PrimE™
PrimE measures what a brand or an idea is associated with, beneath the stated level. It is a game built on priming, and it times how quickly people respond to paired cues. Strong associations come fast; weak or absent ones come slowly.
- Used for
- Brand image and positioning, before and after a campaign; names, logos and packs; purchase drivers; satisfaction and reputation, etc.
- Setting
- Central location or online, as a short game inside a survey
- Gives you
- The associations that actually drive choice, set beside the ones people state
How we use them
We use them beside a conventional study. The stated measures tell you what people think they think; the implicit measures tell you what moved them. Read together, they give the answer you can act on, and they have changed the recommendation on many studies where the stated scores were level.
Built for each business
Each algorithm is validated on live studies and tuned to the category and the question in front of us. Norms are built by category and grow with every study. New algorithms are in development on the same method, for the decisions clients tell us they face next.
Studies that used them
This is a glimpse. Many more are available on request.
Mothers rated a children's drink concept highly; the implicit read showed it was missing the one association that moves the category
Mothers liked a children's drink concept. Our response-time test showed the claim pointed to the wrong association, so it was changed before launch.
New outdoor designs scored level on stated measures; implicit engagement and association shifts showed which one worked harder
Two outdoor designs scored the same when people rated them. Eye gaze and association measures showed which one worked harder.
Two life insurance ads scored well on recall and persuasion; second-by-second EEG data showed exactly where each lost the viewer
Two life insurance ads scored well on recall. EEG data showed, second by second, where each one lost the viewer.
Trailers hold attention while the story is still unfolding and lose it the moment the audience has worked it out
Premium subscribers watched new trailers. We read their reactions second by second and suggested edits after each round.
Four relaunch films scored alike on the questionnaire; EEG and eye gaze data showed which one to lead with and how to split the media
Four relaunch films scored alike on the questionnaire. EEG and eye gaze data picked the lead film.
Health brought buyers to a natural-ingredient tea; taste kept them, and response-time measures showed taste mattered more than people said
People said they bought a natural tea for health. Response times showed that taste kept them buying.
Wondering whether your question needs an implicit read?
Ask. A senior researcher will tell you quickly whether it would sharpen the answer, and how we would build it into the study.