A new neuromarketing program enables companies to test product designs, packaging, and entire store layouts before they’re actually produced. The N-Matrix 3D software evaluates consumer response through an extremely lifelike, yet completely simulated environment.
Market research has long been an important aspect of business. To stay competitive, manufacturers research consumer response in an effort to make their product more desirable.
The increasingly sophisticated technology of neuromarketing takes this practice to a whole new level—reaching past the supposed likes and dislikes of test subjects in an attempt to read their brain’s actual response to every aspect of a given product. Neuromarketing gathers consumer responses at the subconscious level through EEG-based full-brain measurements, offering a depth and accuracy of data and insights that far surpass conventional market research.
N-Matrix 3D system developer NeuroFocus explains that their patented software applies neuroscientific knowledge of how the brain perceives and analyzes products, package designs, and store settings to create three-dimensional virtual renderings that stimulate the subconscious to process them as it does reality.
“We can give manufacturers, marketers, and retailers what they have always sought but could not have until now: an extremely lifelike testing environment that also allows endless opportunities for quickly altering every element from the macro to the micro,” says Dr. A. K. Pradeep, chief executive officer of NeuroFocus in a press release.
“N-Matrix 3D signals the end of trade-offs in market research, where until now compromises had to be made and accepted. We are bringing the real world right into the laboratory by adding the critical third dimension to virtual reality, and at the same time we’re also providing the flexibility to alter that reality with speed and scalability,” Pradeep said.
Conventional market research capabilities in the retail sector are severely constrained in terms of their ability to alter scenarios and individual elements—once production begins or a store is built, it can be pretty costly to change it. Meanwhile, virtual reality testing schemes offer more flexibility, however, researchers have found that they fall short of meeting the brain’s basic need for an authentic appearance.
In comparison, N-Matrix 3D enables changes to be made immediately to entire store settings, scaling down to individual elements including signage and pricing, while maintaining all the critical three-dimensional cues that the brain requires for credibility. The software creates individualized ‘skins’ for any specific retailer, from big-box outlets to convenience stores, so that the testing environment replicates the real world setting in every respect.
The N-Matrix 3D system reproduces entire environments and the individual elements contained within them in extremely fine detail, incorporating the other neurologically critical visual cues of realistic lighting and perspective. NeuroFocus developed the N-Matrix 3D technology using advanced knowledge gained in world-leading neuroscience laboratories, and the company’s own extensive brainwave-based research projects.
Ratnakar Dev, NeuroFocus’ chief architect and technical leader for the N-Matrix 3D system says that designing a 3-D virtual reality environment using neuroscience is a real marketing breakthrough. “We live and buy and consume products in a three-dimensional world. Now we can test products and store environments the same way we shop,” he said in a statement.
Market research has long been an important aspect of business. To stay competitive, manufacturers research consumer response in an effort to make their product more desirable.
The increasingly sophisticated technology of neuromarketing takes this practice to a whole new level—reaching past the supposed likes and dislikes of test subjects in an attempt to read their brain’s actual response to every aspect of a given product. Neuromarketing gathers consumer responses at the subconscious level through EEG-based full-brain measurements, offering a depth and accuracy of data and insights that far surpass conventional market research.
N-Matrix 3D system developer NeuroFocus explains that their patented software applies neuroscientific knowledge of how the brain perceives and analyzes products, package designs, and store settings to create three-dimensional virtual renderings that stimulate the subconscious to process them as it does reality.
“We can give manufacturers, marketers, and retailers what they have always sought but could not have until now: an extremely lifelike testing environment that also allows endless opportunities for quickly altering every element from the macro to the micro,” says Dr. A. K. Pradeep, chief executive officer of NeuroFocus in a press release.
“N-Matrix 3D signals the end of trade-offs in market research, where until now compromises had to be made and accepted. We are bringing the real world right into the laboratory by adding the critical third dimension to virtual reality, and at the same time we’re also providing the flexibility to alter that reality with speed and scalability,” Pradeep said.
Conventional market research capabilities in the retail sector are severely constrained in terms of their ability to alter scenarios and individual elements—once production begins or a store is built, it can be pretty costly to change it. Meanwhile, virtual reality testing schemes offer more flexibility, however, researchers have found that they fall short of meeting the brain’s basic need for an authentic appearance.
In comparison, N-Matrix 3D enables changes to be made immediately to entire store settings, scaling down to individual elements including signage and pricing, while maintaining all the critical three-dimensional cues that the brain requires for credibility. The software creates individualized ‘skins’ for any specific retailer, from big-box outlets to convenience stores, so that the testing environment replicates the real world setting in every respect.
The N-Matrix 3D system reproduces entire environments and the individual elements contained within them in extremely fine detail, incorporating the other neurologically critical visual cues of realistic lighting and perspective. NeuroFocus developed the N-Matrix 3D technology using advanced knowledge gained in world-leading neuroscience laboratories, and the company’s own extensive brainwave-based research projects.
Ratnakar Dev, NeuroFocus’ chief architect and technical leader for the N-Matrix 3D system says that designing a 3-D virtual reality environment using neuroscience is a real marketing breakthrough. “We live and buy and consume products in a three-dimensional world. Now we can test products and store environments the same way we shop,” he said in a statement.
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