HCD Debuts Neuroscience-Based Game Research Tools

In the US, HCD Research has introduced a suite of neuroscience-based video game research tools, which when combined with traditional research methods promise a 'comprehensive view' of respondents' non-conscious and cognitive responses to video game concepts.

Flemington, NJ-based HCD applies cognitive and neuromarketing tools to understand consumer experiences across sensory, user and brand experience, and ultimately support the creation of products, packaging and communications. The company opened its video game research division in April, when it hired games development veteran Josh Drescher (pictured) to lead the venture.

The new HCD ElementsGR (Game Research) suite of services has been created to provide the full-spectrum of Games User Research and User Experience (GUR/UX) solutions, via qual and quant tools. It also offers insights and analysis from game industry veterans, and an array of neuroscience and biometric products and services.

The tools, developed by a team under sensory research neuropsychologist Michelle Niedziela, draw insights from any point in the game development cycle, from pre-production, wire-framing and prototypes, through production, beta testing and live game services.

Web site: www.hcdi.net .