HCD Research Launches User Experience Division

New Jersey-based HCD Research has set up a User Experience division, integrating applied neuroscience and traditional market research methods to understand UX and user behavior.

The firm says by using autonomic measurement tools such as biometrics and eye tracking, researchers can gain a greater depth of knowledge about subconscious processes such as attention, motivation and emotion. To this end, HCD will be working with user experience and product testing labs to integrate applied neuroscience with its current methods.

Bill Thau (pictured), Director of the division, comments: 'All forms of research have a common goal - an enhanced level of understanding. New methodologies that pair traditional self-reported data with subconscious recordings are proving to be very effective in modeling a respondent's complete experience, and they provide actionable results that are not obtainable otherwise'.

Web site: www.hcdi.net .