HCD Launches Consumer Neuroscience Business

New Jersey-based HCD Research has launched a consumer neuroscience business, which will install laboratories in corporate testing facilities, and help clients use the techniques to optimize their products.

In recent years, HCD has established laboratories for use in communications research and product development. In 2015, the firm set up a User Experience division, integrating applied neuroscience and traditional market research methods to understand UX and user behavior; then at the end of the following year, it established an Applied Neuroscience Laboratory Services unit, to help companies develop and install their own in-house neuroscience testing capabilities.

The new business will help clients develop and install a consumer neuroscience research and testing capability at their sites; and identify technologies optimized for the specific requirements of consumer product R&D. In addition, it will recommend new neuroscience and marketing research technologies relevant to clients' product development requirements.

The unit will be led by Bill Thau, Director of Technology, and Dr Michelle Niedziela (pictured), Director of Innovation and Technology, who comments: 'For a number of organizations, HCD Research will execute projects from product inception to production and make recommendations towards product business decisions. For other segments of clients, we will help establish capabilities to allow companies to quickly collect data in their own facility and HCD will rapidly analyze neuroscience metrics and report to our clients'.

Web site: www.hcdi.net .