Leger Invests in UX and Neuroscience Firm Cube

Canadian polling, MR and strategy firm Leger has acquired a minority stake in Cube, which specializes in user experience (UX) and consumer neuroscience. Terms of the deal have not been disclosed.

Cube's CubeGO software taps users' webcams or mobile device cameras to capture facial micro-expressions and emotions as they occur, while tracking eye movements to understand where they are looking at any given time. In addition, the platform's survey functionality enables clients to capture users' perceptions of their advertisements, products, web sites and more. This technology delivers insights to clients across the globe while customers shop at home, on their phones and on their computers.

Company President Jean-Marc Léger says the acquisition provides UX tech that can integrate surveys, eye tracking and facial recognition in a single application, to understand the unconscious mechanisms behind consumer decision making. Neil Fleischer, Cube's co-founder and CEO, adds: 'CubeGO was built to identify consumer insights that go beyond traditional market research. Leger's history in the market research sphere and reputation for delivering innovative and accurate insights makes them the perfect partner to bring a new way of analyzing consumer behaviour to the market'.

Web sites: www.leger360.com and www.cubego.io .