BASES Neuro
Create superior brand communication, packaging, and product experiences by directly measuring consumer response from the brain.
Powerful neuroscience insights to elevate your brand
BASES has been partnering with the world’s leading brands to optimize brand communication, packaging, and product experiences for the last 10+ years. Our approach (formerly offered under Nielsen Consumer Neuroscience) uses real neuroscience and our measures are valid, reliable, and linked to in-market outcomes.
How it works
Eligible consumers are recruited to a BASES Neuro lab. As they see content (ad, pack, or interact with the product), 32 EEG sensors directly measure brain response 500 times per second. This data is paired with eye-tracking to understand where consumers are looking and how the brain is responding.
What we measure
How engaging and salient is the content or experience?
We help you understand the impact of the marketing asset in the brain by directly measuring emotional motivation, memory, and attention brain systems. These measures are reported overall, relative to a database, and where relevant, on a second-by-second basis to pinpoint strengths and opportunity areas.
Does it strategically cue my brand and key equities?
Our patented approach measures nonconscious associations to key messages and brands. Without asking questions, we reveal how well your content distinctively activates your brand, and how strongly it’s tapping into communication goals.
BASES Neuro Solutions
Available in North America and Europe, with more on the way
01
Video Communication
Animatics, rough cuts, finished copy
Second-by-second brain response pinpoints exactly which moments are resonating and which moments could be optimized.
02
Package Design
Graphics
How do shoppers engage with and non-consciously react to our new designs on shelf? Are the new designs able to make our brand more top of mind at shelf? How do shoppers explore our new design? Which elements are most and least impactful?
03
Physical Pack
Shape, texture
How do consumers respond to the experience of holding and interacting with the product? Does the shape, weight, or other elements of the package itself resonate with consumers?
04
Product Experiences
Which aspects of the product and sensory experience are most neurologically impactful? How does the neurological experience of using our products compare to the competition?
05
Ad Strategy & Brand Positioning
How do consumers respond to ad strategy or brand positioning/manifesto ideas? Which articulations are most and least impactful in communicating the idea?
06
Circular, POS, and Key Visuals
Which execution best captures attention and engages shoppers? What key elements are driving performance? What could be improved?
07
Website/ Product Pages
How do consumers explore my website or product page? Which elements are most and least engaging? How can I optimize the site or product page communication?
08
Brand Essence/ Brand Cues
What is your brand’s implicit identity to set the direction for messaging and positioning? Which cues are truly owned and can feature prominently in advertising & design?
Want to learn more?
Our team is here to help you develop your next innovation with the power of neuroscience.
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