Gekko and CloudArmy Link for Brand Reaction Measure

In the UK, customer experience marketing agency Gekko has partnered with behavioural insight specialist CloudArmy to offer a neuroscience research service helping brands understand customer thinking.

The service will uncover unconscious and conscious reactions to a range of brand attributes, including brand recognition, responses to brand assets and associations, and shifts in brand perception.

CloudArmy's online methodology allows brands to reach audiences 'anywhere', and the firm claims its tests measure responses at the 'millisecond scale'. Using smartphones to test stimuli and responses, along with lexical decision-making, the company says it can remove the bias often seen in opinion studies to reveal peoples' actual beliefs.

According to Gekko MD Daniel Todaro, the partnership will enable brands to uncover the 'truth' about what customers really think about a brand, as opposed to what they might say. Thom Noble, President of CloudArmy, adds: 'We are thrilled to be partnering with Dan and his talented team to collaborate on deeper-level evaluation and optimization of strategy and design. We believe the blending of science-based approaches helps augment the creativity of interventions to deliver more compelling and powerful experiences and behavioural nudges'.

Web sites: www.gekko-uk.com and www.cloud.army .