HCD Rolls Out 'Mood Mapping' Technique

Neuroscience specialist HCD Research has launched a product optimisation model, using three-dimensional 'Mood Mapping' - measurement and assessment of consumers' emotional responses based on unconscious physiological changes.

The approach taps psychology and neuroscience to help understand moods and emotions that are difficult for consumers to articulate. HCD says Mood Mapping can be used at various stages of the product development process, and separately for product and packaging assessment if required.

The service is co marketed by research technology tool provider Interactive Video Productions (IVP), with whom HCD already partners for a 'Neuro Omnibus for Video Testing' and for integrated sensory research and user experience (UX) services.

According to Dr. Michelle Niedziela (pictured), HCD's Scientific Director, 'a methodology like our mood mapping can help determine how close the product experience is to emotional design objectives. So for example, if a product is designed to elicit relaxation or joy, we can test which concept or test products best hit this mark and resonate best with consumers'.

Web site: www.hcdi.net .