What are neurosciences ?
The scientific discipline of neuroscience makes it possible to observe brain reactions to certain stimuli, although it cannot decipher specific thoughts. In fact, the data collected often requires in-depth interpretation and contextual understanding. It is now recognised that human decisions are based more on emotion than rationality. Neuroscience therefore provides behavioural information that was previously inaccessible. They are able to decipher behavioural patterns and tendencies while taking into account the influence of other factors such as personal values, past experience, context and mood.
Why use neuroscience ?
Neuroscience offers significant advantages in understanding consumer behaviour over traditional research methods. Firstly, they reveal consumers' unconscious motivations, which are often unknown even to themselves.
By directly observing brain activity, neuroscience can uncover these hidden motivations. They also reduce response bias, as they do not depend on self-reported responses, which can be influenced by conscious or unconscious biases. Neuroscience also offers a precise understanding of emotions, which play a crucial role in purchasing decisions.
They allow emotional responses to be measured with great precision, providing a more nuanced understanding of consumer reactions. By studying brain responses, it becomes possible to predict with greater accuracy how consumers will react to new products, advertising or experiences, enabling companies to design more effective and engaging strategies.
How can we use neuroscience to understand consumers ?
Digital simulations use virtual environments to reproduce real consumer situations. By immersing consumers in simulations, our Artificial Intelligence technology at visionneers observes and analyses their reactions in real time and collects data on their behaviour, preferences and decisions.s.
- Implicit and explicit analysis
This analysis makes it possible to distinguish between what consumers say and what they actually feel. Implicit methods measure automatic and unconscious brain reactions, while explicit methods are based on the declarative.
Voice analysis examines the tonal variations, rhythm and intensity of speech to detect consumers' emotions and intentions. Neuroscience enhances this analysis by associating voice modulations with brain activity and physiological responses. This makes it possible to identify underlying emotions, such as satisfaction, frustration or enthusiasm.
- Facial expression analysis
Facial expressions are powerful indicators of consumers' emotions and mental states. Thanks to facial recognition and neuroscience techniques, it is possible to decode micro-expressions and subtle changes in facial muscles.
Eyetracking tracks consumers' eye movements to determine where and how they direct their attention. By combining Eyetracking with our neuroscience research, it is possible to correlate visual fixation points with brain activity and emotional responses.