Eye Square Opens Social Media Unit

German user and brand research specialist Eye Square has opened a Social Media Unit (SMU) at its headquarters in Berlin, from which it will conduct and further develop behaviour-based social media user research platforms.

Eye Square - which focuses on user experience, ad effectiveness and shopper research - uses and develops neuro-psychological methodologies such as eye tracking, galvanic skin response and EEG to uncover consumers' unconscious motivations.

As well as its Berlin HQ, the company has an operation in Hamburg, and last year it opened offices in London and Tokyo.

Its new division will measure the effect on brand perception of corporate communications strategies and will assess feedback from forums, blogs and Facebook - and soon from Google+.

The unit will be led by Daniel La Corte (pictured), who has held product management roles with the firm since 2005. His specialities include remote online studies and social media, and he is also in charge of Eye Square's online research tools.

Web site: www.eye-square.com .