New HCD Lab Helps Clients Bring Neuroscience In-House

New Jersey-based HCD Research has set up an Applied Neuroscience Laboratory Services unit, to help companies develop and install their own in-house neuroscience testing capabilities.

In recent years, HCD has established laboratories for use in communications research and product development. Last year, the firm set up a User Experience division, integrating applied neuroscience and traditional market research methods to understand UX and user behavior.

The methods and equipment recommended by the new unit will include tools which measure response from the peripheral and central nervous systems, as well as capabilities to launch studies using implicit testing methods. It will be managed by Bill Thau (pictured), Director of Technology, whose background in computer science will be combined with the expertise of HCD's neuroscience group, led by Michelle Niedziela.

In a statement, the firm said: 'Our objective is to help companies reduce data collection costs and standardize the data sources while using HCD's capabilities in research strategy, analysis and data interpretation. We initially integrated eye tracking services in 2003 and expanded the integration of applied consumer neuroscience capabilities in 2011. Our success in employing these methods in product development, user experience and communications suggested an opportunity for companies to expand their own capabilities'.

Web site: www.hcdi.net .