HCD Rolls Out DIY Platform with Neuroscience Options

In Flemington, New Jersey, consumer sciences specialist HCD Research has released a DIY online research platform called 'Emcode Implicit', promising 'low cost and high throughput' design and launch of implicit and marketing research studies.

HCD is a firm advocate of implicit methods and has partnered with and brought in specialists including Dr Michelle Niedziela and (just last week) Dr Martha Bajec to build and expand a strong neuroscience offering. This includes an Applied Neuroscience Laboratory Services unit to help companies develop and install their own in-house capabilities. Nevertheless, the firm recognises that using such tools 'often requires finding a research provider you trust to run the research for you'.

'The ability to assess implicit consumer attitudes towards brands, packages, concepts and product elements has given our clients valuable and actionable insights' says Niedziela (pictured), currently VP of Research & Innovation at HCD. After years of providing custom implicit and consumer neuroscience research for our clients, we are very excited to be extending this capability to our clients for in-house capabilities, so they can run projects on their own to make the process faster and cheaper'.

Emcode Implicit can be simply integrated with current survey platforms, according to the firm. 'We wanted to make the process of adding implicit tools as easy as possible for our clients' says President and founder Glenn Kessler, 'including allowing them to bring the capability in house and avoiding the provider middleman. Emcode Implicit can be used to assess branding, packaging, and product experiences as well as putting it all together to assess brand harmony, or fit to marketing mix, to make sure that products meet their promise'.

The new tool is available use this month, and the company is on the web at www.hcdi.net .