Virtual Shopping Tool Adds Brainwave Measurement

US research technology specialist Nimbus has added brainwave measurement to its virtual shopping and eye-tracking tool, to capture consumers' responses at the subconscious level.

The Nimbus virtual shopping system was launched in 2008 by Jerry Johnson and Jürgen Bluhm - former executives at eye-tracking firm ProFact. Principals of the company also include marketing veteran Juho Arens, TORA Directors Andrew Tharme and Chris Sinclair, TNS Magasin Director Jamie Rayner, and FMCG specialist Rosalba Riolo.

Nimbus uses 3D computer simulations of store environments to help retailers and manufacturers test how consumers will react to store layouts and product designs.

The addition of brainwave measurement is part of the firm's 3D VR environment solution, which already incorporates eye-tracking. Through this service, Nimbus applies neuroscientific knowledge of how the brain perceives and analyzes products, package designs, and store settings to test three-dimensional virtual designs that stimulate the subconscious desire to purchase.

Nimbus says that each step of the purchase decision is captured and its significance for the final decision is calculated - from closing in on the product through eye-tracking, to gaining attention through eye-tracking and neuromeasurement, and brand enhancement through neuromeasurement and image analysis.

Web site: www.mynimbusonline.com .