HCD Uses Neuroscience to Close Marketing Gap

US-based HCD Research has a new service using neuroscience to help advertisers avoid the damage which occurs when actual user experience of products or services does not match campaign promises.

Inconsistency between marketers' promises and consumer experience can, clearly, be bad for a brand, but is often missed because product research and ad testing are carried out in silos, according to HCD, which has been building up its neuroscience offer for several years now. The new service, called Ad/Brand Harmony', confirms that 'the advertising and product use experiences meet appropriate specifications for conscious and subconscious response', the firm says.

Improvements in neuroscience technology allow its use to become a routine part of branding, says HCD, answering the question 'does the product meet the promise? The research - which can be conducted worldwide using mobile equipment - measures emotion, arousal and engagement in response to each element, and helps to optimize the correlation between the two.

Company President Glenn Kessler (pictured) comments: 'In the past it was not possible to optimize congruency between emotional and subconscious response to products and commercials. With neuroscience technology combined with traditional market research methods we can ensure that the product experience is communicated optimally in advertising'.

The company is online at www.hcdi.net .