Forbes Debuts DIY Neuroscience Approach

US agency Forbes Consulting Group has launched a DIY version of its MindSight applied neuroscience technology, offering quick, low cost insights into the subconscious emotions that motivate consumers to buy.

Lexington, MA-based Forbes, which was founded in 1985, offers a portfolio of services combining qual and quant research, consultation and ideation and linking psychological insight with business strategy.

MindSight uses applied neuroscience to obtain what it calls 'emotional insight' from people before their conscious mind can 'edit responses'. In addition, the tool provides a statistically validated library of 'emotionally evocative' images, with each linked to one of the nine emotion categories found in the firm's 'Unified Model of Human Motivation'.

The new DIY version allows users to customize the tool with a 'wizard' style configuration process, with recommendations to enable them to tailor the research to meet the specific needs of the project.

Judy Retensky, Strategic Planning & Consumer Research Consultant at Forbes, comments: 'MindSight helps respondents tap into their emotions, uncovering deep emotional insights they may not be willing, or able to, verbalize. The new DIY version makes it possible for us to include MindSight in a study with minimal cost and time requirements.'

Web site: www.forbesconsulting.com .