Bridging the Gap Between Data and Reality
nürltec is one of the first companies in the world to offer biomarketing research services. We are committed to bringing the market research industry into the twenty-first century so that companies can better understand their customers. To do this, we bring advanced biometric tools and platforms together with over a decade of experience in related research. By providing our clients with the right tools, we enable them to join the revolution, and get objective data about the way their customers think and feel. And since this is a revolution, we also offer consulting services to help our clients make sense of their data, and derive actionable marketing insights from it.
The industry now
The market research industry is worth over $40 billion dollars worldwide, and it is expected to grow to almost $50 billion by 2020. This makes sense when you consider the Big Data — in some cases, Mega Data — that companies are collecting to make decisions. But when they are making marketing choices about their product, distribution, pricing or communications, they are forced to work from subjective data collected through surveys and focus groups. Partial to demand responses and interviewer bias, these techniques have not kept up with the growing need for objective, actionable marketing data. This poor data, in fact, is the reason why up to $600 billion is lost every single year.
Marketing decisions should be about just that: the market. The market is made up of humans with real feelings, attitudes, thoughts and personal responses. So, it makes sense that marketers should consider the human responses their efforts induce, and not the filtered and, oftentimes, inaccurate answers to marketing questions. The way to do this is biomarketing research. Biomarketing research refers to a number of biometric tools and techniques that have been in use in academia for years. It focuses on measuring minute changes in the human body in response to a company’s products or communications. We make these measurements using brain activity through EEGs, changes in perspiration through skin conductance, changes in feelings through facial expression analysis, and where customers are paying attention through eye-tracking. By taking the data derived from these research methods, and converting them into actionable marketing plans, nürltec helps companies really understand their customers and best serve their interests.
Companies already doing it
Biomarketing research is not entirely new. It has been used in academia for years, and it has recently become popular among large companies. Although they prefer to keep these marketing research secrets under wraps, there are quite a few of them that already have serious resources devoted to this research revolution. Companies doing research with biometric tools include: Coca-Cola, Procter&Gamble, Nielsen, BMW, Honda, FedEx, S&P, Hyundai, Walt Disney Co., PepsiCo, Yahoo!, Google, PayPal, Microsoft, Chevron, and Google. Wouldn’t you like to be the next name on that list?
EEGs or electroencephalograms are capable of reading the electrical impulses on the outer layers of the brain, the cortex. By coupling several recording channels, nürltec is able to provide a 3D model of brain activation while the research participant is engaged. Through the analysis of the proprietary readings generated in relation to neurophysiological principles such as hemispheric differences and regional function, nürltec can extrapolate what the customer was thinking even if they did not expressly know themselves.
There are 43 distinct muscles in one’s face. These muscles are remarkably telling when it comes to reflecting inner thoughts and emotions. By monitoring micro-movements of the face through facial expression analysis, nürltec is able to provide a more thorough understanding of the participant’s feelings as they relate to the tested interaction.
Galvanic Skin Response
Through galvanic skin response (GSR), also known as skin conductance response and a form of a classic lie detector, nürltec is able to identify minute differences in how much research participants sweat during an interaction. This information is useful in identifying stress and arousal levels helping to establish a more comprehensive view of the consumer’s thoughts and emotions.
Eye-tracking is a method of locking onto the pupils of a consumer’s eyes to identify where he or she is looking. By recording this data, we can generate heat maps showing where cognitive attention is paid. This data can be derived for web pages, product packaging, and even in stores for product placement.
Many think that the insights biometric tools can provide is a far-off fantasy. Some are not yet aware of what is available with the advancements in technology. nürltec has arrived to help show you the way. We are bridging the gap between data and reality.