New HCD Unit Has Political and Social Focus

US marketing and communications specialist HCD Research has set up a business unit which will use integrated psychophysiology and traditional cognitive research tools to tailor campaign messages to the needs of professionals in political, policy and advocacy roles.

In January, the firm opened a Flavor and Fragrance market research division, which will combine neuroscience tools with traditional methods to provide a view of both respondents' subconscious and cognitive response to stimuli. The company also integrates biometric, eye tracking and online quant research measures into its existing AdverTest concept testing tool, to obtain insights into consumers' reactions to all forms of media.

The new business unit combines psychophysiological technology with traditional qualitative and quantitative research tools such as surveys, focus groups, and in-depth interviews, to identify how people process messages and predict how they will impact behavior. The methodology has been refined under the direction of Dr Paul Bools, co-Director of the P.R.I.M.E. Lab at the Missouri School of Journalism, who also serves as Scientific Advisor to HCD Research.

Glenn Kessler (pictured), President and CEO of HCD Research, comments: 'Communications research using psychophysiology is becoming a routine application in the consumer market. We hope to bring the power of this tool to political, policy and social action organizations.'

Web site: www.hcdi.net .