HCD and IVP Integrate Sensory and UX Services

In the US, neuroscience research specialist HCD Research has partnered with testing lab provider IVP to offer integrated sensory research and user experience (UX) services.

Owned by fieldwork group Schlesinger Associates and headquartered in New Jersey, IVP provides research technology labs in-facility, in-field and online through which to test interactive software and hardware systems and assess usability and user-friendliness. Last month, the firm extended its mobile research lab product MobiLAB, with the launch of an integrated version offering combined behavioral and emotional measures.

Through the deal, HCD and IVP will collaborate to help clients optimize flavors and fragrances for consumer packaged goods, while uncovering how consumers perceive products, services and systems before, during and after interacting with them. Research and design will be managed by HCD's Scientific Director Dr Michelle Murphy Niedziela (pictured), who joined in 2014 to open the Flavor and Fragrance market research division. IVP's technical staff will help to identify the appropriate technologies and environment for which to conduct the research, and HCD's staff will recommend design, and analyze and interpret results.

Web sites: www.hcdi.net and www.interactivevideo.com .