ICDT

Through the NOESIS project (https://econ.unitbv.ro/ro/stiri-si-evenimente/647-noesis-innovation-center.html), our research center has been equipped with state-of-the-art neuromarketing tools that enable the analysis of emotional and cognitive responses using advanced methods such as eye-tracking, EEG, biometrics, and virtual reality (VR).

Services Offered
Analysis of subconscious emotional reactions and feelings – Using EEG technologies, we measure in real time the brain activity triggered by advertisements, products, or messages. The results provide an in-depth understanding of the cognitive and emotional impact resulting from exposure.

Eye-Tracking – Through the use of eye-tracking and heat maps, we identify points of interest and the visual pathways followed across packaging, websites, or promotional materials. This method reveals precisely what captures the consumer’s attention and what is overlooked, thereby enabling the optimization of design.

Biometric Analysis (GSR, Heart Rate) – We measure genuine emotional engagement through bodily reactions. Skin conductance (GSR), heart rate, and other physiological signals provide objective data on the levels of interest, stress, or enthusiasm experienced by consumers when exposed to a given stimulus.

Advertising Testing with Combined Techniques – We employ a combination of EEG, eye-tracking, and facial observation to analyze each frame of the advertising spot, thereby identifying which elements bore the audience and which ones remain imprinted in their memory.

Optimization of the Digital Experience and Consumer Journey Mapping (Customer Journey Neuro-Based) – We examine how users respond both emotionally and cognitively to the website’s structure, interface elements (such as buttons and colors), and reaction times. Each step taken by visitors is analyzed, from the first impression to the final purchase. Neurophysiological data, behavioral patterns, and user feedback are integrated in order to identify barriers as well as moments of peak impact. Based on these insights, digital experiences can be designed to foster engagement and long-term loyalty.

Behavior Simulation in VR (Virtual Reality) – We create simulations of retail environments, public spaces, or brand experiences within fully controllable virtual settings. Consumer reactions are recorded in real time, providing an ideal laboratory for testing purchasing decisions under realistic conditions.

Neuro-Monitored Focus Groups – We integrate qualitative research with neurophysiological measurements to achieve deeper insights. Participants express their views in moderated group discussions, and subsequently, their unconscious emotional responses are recorded to validate the findings.