Neuroscience Research

Much of what we know, preferences and prejudices are subconscious. This is evident from various studies from fMRI scans. Signicom are developing useful techniques (derived from laboratory studies) to measure the subconcious responses of consumers and audiences in a reliable way. We have an ongoing collaboration with the University Medical Center Groningen Neuro Imaging Center, where they are researching subconscious mapping. Although research on this is still in its infancy, Signicom follows the developments closely and, where possible uses tailor-made setups in market research. Examples of already conducted research are: noise techniques to obtain more valid responses from concept research; the picture routing test for outside advertising (pre-testing its effectiveness); and personal depth interviews to subconscious motives mapping.