NeuroFocus Adds Third Dimension to Store Analysis

NeuroFocus has introduced what it describes as 'breakthrough 3D virtual store technology', to enable companies to test product designs, packaging and entire store layouts in three dimensions.

Nielsen sponsored NeuroFocus captures consumers' responses at the subconscious level through EEG-based full-brain measurements.

Based on neuroscientific research, the firm's new 'N-Matrix 3D' virtual reality shopper insights system applies advanced, proprietary digital technology which NeuroFocus likens to that used in the movie 'Avatar 3D'.

The patented software applies neuroscientific knowledge of how the brain perceives and analyzes products, package designs, and store settings to create three-dimensional virtual designs that stimulate the subconscious to process them as it does reality.

This software reproduces entire environments and the individual elements contained within them in detail, incorporating the other neurologically visual cues of realistic lighting and perspective.

Additionally, N-Matrix 3D uses touch-sensitive gloves that enable subjects to reach out and pick up products and view them exactly as they would in an actual store or other real-world setting. This realism enables companies to gain knowledge of how consumers respond to all components of product designs and packaging at the subconscious level.

'We can give manufacturers, marketers, and retailers an extremely lifelike testing environment that also allows endless opportunities for quickly altering every element from the macro to the micro,' explains CEO Dr A.K. Pradeep. 'Through N-Matrix 3D, we are bringing the real world right into the laboratory by adding the critical third dimension to virtual reality.'

Web site: www.neurofocus.com .