03.5 · Build Winning Innovations
Neuro-enabled Validation
Add implicit and non-conscious measures to validation research — to capture reactions people can't or won't put into words.
Insight
Questions we help you answer
- Q1
What do consumers feel and notice, beyond what they say?
- Q2
Which elements of a pack, ad or concept grab and hold attention?
- Q3
Do implicit reactions support the stated results?
Methodology
How we approach it
- 1
Choose the measures
Select implicit and attention measures that fit the decision.
- 2
Capture reactions
Combine implicit tasks and attention tracking with standard questioning.
- 3
Integrate
Read implicit and explicit results together for a fuller picture.
- 4
Recommend
Identify which elements to keep, strengthen or change.
Methods we use
- Implicit association tests
- Attention tracking
- Facial coding
- Integrated analysis
Deliverables
What you get
- Implicit response results
- Attention and engagement read-outs
- Integrated validation report
- Element-level recommendations
Case studies
Case studies are on their way.
We're preparing published examples of our neuro-enabled validation work. Ask us for relevant experience in your category — we're happy to walk you through it.
More in Build Winning Innovations
- AI-assisted Co-Creation WorkshopsBring your teams and consumers together — with AI as a creative partner — to generate and shape new ideas quickly around real needs.
- Proposition DevelopmentTurn insights and ideas into sharp, compelling propositions — with the right benefit, reason to believe and price — ready for testing and launch.
- Concept & Creative EvaluationTest concepts and creative before you launch — to understand appeal, clarity and likely impact, and to make them stronger.
- Product & Pack DevelopmentMake sure the product delivers on its promise and the pack wins at shelf — through product testing, sensory research and packaging evaluation.
Talk to us about Neuro-enabled Validation
Tell us about the decision in front of you and we'll recommend the right design, sample and timeline.