HCD Combines Cognitive and Neuromarketing Metrics

US marketing and communications specialist HCD Research has introduced a cognitive and neuromarketing metrics solution, which links tools such as facial electromyography and galvanic skin response with eye tracking and qual and quant research.

Named EmCode Neurocognitive Metrics, the new methodology combines psychophysiological and cognitive data to provide two scores for comparison against HCD's existing benchmarks. The cognitive element is the firm's Advertising Impact Score (AIS), which is used to compare the impact of video and print media; while the recently launched Biometric Impact Score (BIS) helps evaluate both conscious and subconscious responses to advertising.

Each response is given a specific weight depending on whether it relates to a static or animated/video advertisement. This score can then be compared to HCD Research benchmarks to determine whether the advertisement is more or less effective than others in the same industry.

Glenn Kessler (pictured), President of HCD Research, explains: 'The newest metric reveals how effectively an advertisement can grab attention, maintain attention, and evoke a positive emotional response, particularly during branding moments.'

Web site: www.hcdi.net .