For the first time, the clinically validated science of oculometrics comes to market research. Bring the package, ad or creative your team is about to sign off. We will tell you what your respondents cannot.
“I see a strange confession in thine eye.”
One-to-one interviews and focus groups. People explain choices they never consciously made.
High effort. Considered answers.Surveys, and actions such as shares, comments and likes. Counted after the decision, not during it.
High effort. After the fact.EEG and fMRI. Real signal, but only inside a lab, on costly equipment, with a small sample.
Expensive. Few people.All ways of testing consumers depend on effort from the person being tested. Effort changes the answer. Real decisions are made without it. That is why what people say in research and what they do at the shelf keep coming apart.
An expensive package redesign, before the print run.
The name of a new product, before it goes on anything.
Compare cuts and creative routes on response, not recall.
The one photo a whole campaign will run on.
Eight questions your survey cannot answer.
Does the creative attract attention?
Does it hold attention?
Is it visually sticky?
Does it elicit trust or arousal?
Does it elicit fear or a nervous response?
Is the emotional response positive or negative?
Is the consumer confused by any element of the creative?
Does the creative stand out against competitors?
That's it. Recent AI and algorithms capture oculometric responses accurately in real environments, without labs, expensive equipment or cumbersome protocols.
The data and insights plug into the testing and measurement workflows your team already runs, and can be combined with IAT-style tests (implicit association tests).
A proven pharma research tool, created by the pioneers who built modern neurology.
Oculometrics are an accurate and effective way of measuring how brain circuits respond.
Recent AI makes it possible to capture those responses accurately in real environments.
Results fit into existing marketing and measurement workflows.
Oculometrics measure how the eye moves, how the pupil changes and how we blink. Neurology has used them to read the brain. System-0 uses them to read what a respondent will never put in a survey.
I like it a lot.
Illustration, not study data.
Psychology describes two ways the mind handles a decision. Both are already processing. System-0 measures what happens first.
Conscious, analytical reasoning that takes effort and reflection. This is what a survey records.
Automatic, subconscious emotional reactions and quick mental shortcuts.
A direct channel to the brain circuitry involved in perception, emotion and decision making. Unmediated by conscious or unconscious thought.
