HCD Debuts Emcode Omni Comms Research Service

US-based HCD has launched a communications research service, Emcode Omni, combining applied neuroscience methods at a central location and online quant.

The service can be used to test creative concepts and copy for print, broadcast and digital communications and commercials. HCD says costs are 'dramatically' reduced by studying multiple stimuli with the same groups of research participants at the same venue.

Each study is comprised of 25 or more in-person research participants and 100 online respondents representing a homogeneous demographic group - these include Baby Boomers, Gen X, Millennials, Mothers with young children and Pet owners - with other segments available according to demand. The online research element is combined with applied consumer neuroscience measures to develop integrated results highlighting both cognitive and non-conscious responses - allowing comparison of conscious and subconscious response.

President and CEO Glenn Kessler (pictured) comments: 'Consumer neuroscience should be integrated with traditional research to understand both conscious and non-conscious response to stimuli. A barrier to routine use has been the cost of neuro research and we believe that EmCode Omni may bring down the cost barrier and increase the use for communication research applications'.

In October, the company introduced a suite of neuroscience-based video game research tools, similarly combined with traditional research methods to give a 'comprehensive view' of responses to video game concepts.

The company is online at www.hcdi.net .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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