— Neuro-led Science
Stop asking consumers to explain what they can’t feel, in words.
Marketing is processed subconsciously first. Neuro-led measurement captures those automatic responses, then we combine them with conscious feedback – generating insights that are more predictive of real consumer behaviour, giving you greater confidence to act on them.
— Our approach
Neuro-led, not neuro-only.
Neuro-led means our approach is informed by how the brain actually processes marketing. Very little happens consciously. Most happens sub-consciously – quickly, instinctively and emotionally.
When self-report is likely to mislead, we use scientifically validated tools that measure what happens automatically, revealing what’s happening beneath the surface, before the conscious mind has a chance to miss or edit the response.
Much of what drives preference happens beneath conscious awareness. When people are asked to explain their reaction, especially to advertising, packaging, concepts or Point of Sale, they often rationalise after the fact. That explanation has value but it isn’t always what drove the response and it’s seldom the whole story.
WHY SELF-REPORT ALONE FALLS SHORT
Emotional signals can be subtle and hard to name.
Fast stimuli are processed holistically, not analytically.
Social desirability and overclaim distort stated behaviour.
People explain their decisions after the fact, and the explanation is not always what drove them.
— Where it works best
What can we test? Anything designed to make consumers perceive, feel or act.
We don’t replace traditional research. We integrate it, so you get a truer picture of behaviour when consumers engage with:
Advertising
Emotional resonance, messaging effectiveness, visual attention and processing fluency.
Offer Framing & Pricing
Choice architecture effects: what pulls people in versus pushes them away.
Concept Screening & Development
Early signals of appeal and meaning before full development.
Packaging & Design Assets
Instant meaning, stand-out, findability and brand cue recognition.
Menu Boards & Point of Sale
Findability, navigation, comprehension and friction.
For questions about recent behaviour and straightforward reporting, traditional methods are sufficient. But we won’t ask consumers questions they can’t reliably answer. We always use fit-for-purpose research.
— Business value
The value isn’t the “science” per se. The value is decision confidence.
Our solutions replace internal debate with evidence – so the decision in the room is faster, more confident, and grounded in how consumers will actually respond.
- Choose stronger executions before you spend unnecessarily.
- Reduce internal debate and subjective opinion.
- Identify friction and emotional flatness early.
- Strengthen creative direction with evidence.
- Improve predictability, not just description.
Jackie brings rare, deep client-side experience in applying newer, more insightful, science-rooted techniques to solve complex market research issues, making her an invaluable collaborative partner. Jackie is recognised as one of the world’s earliest pioneers of client-side adoption of applied behavioural-neuroscience. She’s acquired valuable know-how in how best to get the most out of these techniques and blend them with other approaches. The breadth of involvement in different neuro-study areas has given her skills in not just uncovering hidden and implicit insights, but in how to then apply them to optimise strategy, creativity and activation.
Jackie is one of the most passionate advocates for driving customer-led thinking that I’ve ever worked with. We’ve worked together in several organisations and I found her to be one of those special researchers that can translate the voice of the customer to help every team across the organisation make evidence based decisions – while building empathy for the customer. She’s not afraid to challenge conventional thinking or the status quo, and is both strategic and creative. I’ve seen her work magic in presenting research to senior stakeholders, from operations to marketing departments.
Ready to see what your research is missing?
Explore our Research Solutions – combining what consumers can’t tell you with what they can, for decisions you can confidently act on.