NeuroFocus Debuts Packaging Feedback Tool

Neuromarketing company NeuroFocus has launched a brainwave-based measurement tool to provide CPG companies and design firms with the means to measure consumer response to new package designs.

The Rapid Packaging and Prototype Design (RPPD) product uses the firm's patented brainwave measurement technology to help clients improve how their customers react to packaging at the deep subconscious level of the mind.

With a 24-hour turnaround for test results, the system is said to eliminate the need to test package designs through in-store processes and virtual reality applications.

It also contains a 'POP Finder' (Packaging Opportunity Finder) which is designed to counter the impact on the subconscious mind that an image can produce when it is made to stand out from its usual environment.

This add-on can identify which individual elements of a package design elicit the most powerful responses: NeuroFocus says that research has discovered that this precognitive stage is where initial product interest, purchase intent, and brand loyalty are formed.

'Package design is a $100bn-plus industry that until now has had to rely on research techniques that are not only far less accurate than neurological testing, but more time-consuming and expensive as well,' said CEO Dr Anantha Pradeep. 'The RPPD and POP Finder will help companies optimize their products' packaging to appeal to the consumer where it truly matters: the deep subconscious level of their brains.'

NeuroFocus, which is backed by Nielsen, is online at www.neurofocus.com . Earlier in the year, the firm acquired brainwave measurement specialist Neuroco in the UK, as part of its strategy to expand into Europe.