Neuroscience and Neuromarketing: Nowadays there are many methods that play an established role in applied research, from functional magnetic resonance imaging (fMRT), Electroencephalography (EEG), electrodermal activity (EDA) to pupillometric methods and near-infrared spectroscopy (NIRS). Goldmedia is experienced in combining several methods und in using psychological qualitative marketing research.
Measuring Involvement. Pupillometry
Measure involvement with the Mental Workload Analyzer (pupillometry). The human pupil reacts not only to light but also to emotional and mental processes. With the Mental Workload Analyzer, Goldmedia has, as a world first, developed a method that minimizes the disruptive reflections that inevitably arise when watching commercials or films on TV or a PC screen.
For the first time, this also allows empirically relevant statements on the effects of media or products on their users to be derived from eye parameters. Using a special pupillometric camera and specially developed software, Goldmedia can record changes in the size of the pupil.
This makes the reception and experimental situation natural and comfortable for the subjects. The eye of the media user is filmed from an inconspicuous infrared camera, which is located just below the screen on which the test material is presented. The method can be used flexibly: in the laboratory, in the living room, or at the point of sale.
Measuring Brain Activity with EEG
Learning which regions of the brain are active provides information about what is going on in the minds of viewers. If requested, Goldmedia uses EEG measurements in combination with the Mental Workload Analyzer in order to provide a deep analysis of the measurement data.