{"id":18696,"date":"2015-07-14T12:33:51","date_gmt":"2015-07-14T11:33:51","guid":{"rendered":"https:\/\/eye-square.com\/en\/?page_id=18696"},"modified":"2021-05-04T12:46:41","modified_gmt":"2021-05-04T11:46:41","slug":"neuro-methods","status":"publish","type":"page","link":"https:\/\/www.eye-square.com\/en\/neuro-methods\/","title":{"rendered":"NEURO METHODS"},"content":{"rendered":"

[vc_row row_type=”parallax” parallax_content_width=”in_grid” text_align=”left” full_screen_section_height=”no” background_image=”19613″ section_height=”300″][vc_column offset=”vc_hidden-sm vc_hidden-xs”][vc_column_text]
\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row row_type=”parallax” parallax_content_width=”in_grid” text_align=”left” full_screen_section_height=”no” css=”.vc_custom_1442500877793{margin-top: 10px !important;}”][vc_column offset=”vc_col-lg-offset-2 vc_col-lg-8 vc_col-md-offset-2 vc_col-md-8″][vc_empty_space height=”35px”][vc_column_text]<\/p>\n

NEURO METHODS<\/span><\/h1>\n

[\/vc_column_text][vc_empty_space height=”15px”][vc_column_text]<\/p>\n

IN-DEPTH ANALYSIS OF THE PERCEPTION OF BRANDS, ADVERTISING, AND PRODUCTS<\/span><\/h4>\n

[\/vc_column_text][vc_empty_space height=”35px”][vc_column_text]Neurosemiotics is eye square’s integrated analysis model for understanding the human experience, i.e. feeling and experiencing brands, advertising, and products. We take up theories and insights of neuromarketing, deep psychology and social cognition to create a descriptive model that combines the often divergent categories of qualitative methods and quantitative measurement methods. The model represents the central levels of psychological representation: perception, feeling and thinking.[\/vc_column_text][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space height=”60px”][\/vc_column][\/vc_row][vc_row row_type=”parallax” parallax_content_width=”in_grid” text_align=”left” full_screen_section_height=”no” css=”.vc_custom_1442500877793{margin-top: 10px !important;}”][vc_column offset=”vc_col-lg-offset-2 vc_col-lg-8 vc_col-md-offset-2 vc_col-md-8″][vc_single_image image=”24340″ img_size=”full” alignment=”center” qode_css_animation=””][vc_empty_space height=”10px”][vc_column_text]Levels and measurement tools of the neurosemiotic model in relation to consumer preferences and market supply<\/em>[\/vc_column_text][vc_empty_space height=”50px”][vc_column_text]At every level, we use specific methods and measurement procedures to gain a comprehensive holistic understanding: the whole picture. Neurosemiotics is particularly applicable for marketing and market research because it describes all levels of impact (perception, implicit, explicit) in a conceptual and empirically measurable way. It is therefore suitable for the strategic management of brands, campaigns and products. The scientific background is the work of Mahzarin Banaji, Eric Kandel and Jacques Lacan.[\/vc_column_text][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”grid” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” background_color=”#ffffff” padding_top=”0″ padding_bottom=”0″][vc_column offset=”vc_col-md-offset-2 vc_col-md-8″][vc_empty_space height=”50px”][vc_column_text]<\/p>\n

LEVELS OF NEUROSEMIOTICS<\/b><\/span><\/h4>\n

[\/vc_column_text][vc_empty_space height=”25px”][vc_column_text]Perception<\/span><\/strong> includes all senses: seeing, hearing, feeling, and tasting. To measure perception and attention, we use Eye-Tracking, electrodermal activity (EDA), and electroencephalography (EEG).<\/span><\/p>\n

On the\u00a0<\/span>implicit<\/span><\/strong>\u00a0level, we capture unconscious pre-speech, fast processes such as activation, emotions, and projections. To measure, we use implicit methods like reaction-time tests, analysis of facial expressions, and more.<\/span><\/p>\n

On the\u00a0<\/span>explicit<\/span><\/strong> level, we capture the conscious, linguistic processes such as understanding, judgement, and intentions using procedures such as questionnaires, interviews, rating scales, and more.<\/span>\u00a0<\/span><\/strong>[\/vc_column_text][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”grid” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” background_color=”#ffffff” padding_top=”0″ padding_bottom=”0″][vc_column offset=”vc_col-md-offset-2 vc_col-md-8″][vc_empty_space height=”50px”][vc_column_text]<\/p>\n

NEUROMETHODS<\/b><\/span><\/h4>\n

[\/vc_column_text][vc_empty_space height=”25px”][vc_column_text]eye square neuro methods meet the newest technical standards. To measure brain activity during brand contact, eye square uses the latest Brain-Computer Interface EEGs and our software to capture data and analyse.<\/p>\n

In conjunction with the other implicit, real-time, brain-activity indicators, brain-activity itself constitutes an important contribution.[\/vc_column_text][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”grid” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” background_color=”#ffffff” padding_top=”0″ padding_bottom=”0″][vc_column offset=”vc_col-md-offset-2 vc_col-md-8″][vc_empty_space height=”50px”][vc_column_text]<\/p>\n

University research with eye square – <\/b><\/span>Neuromarketing<\/b><\/span><\/h4>\n

[\/vc_column_text][vc_empty_space height=”25px”][vc_column_text]<\/p>\n

“With the combination of a well-founded, neuro-economics focused survey and the analyses of holistic brand effect, the effectiveness and efficiency of brand management can be objectively and analytically tested and ensured without having to fight subjective-led warfare”. “<\/em>
\n<\/strong><\/p>\n

[\/vc_column_text][vc_empty_space height=”50px”][vc_row_inner row_type=”row” type=”full_width” text_align=”left” css_animation=””][vc_column_inner][vc_single_image image=”30774″ img_size=”full” alignment=”center” qode_css_animation=””][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row row_type=”parallax” parallax_content_width=”in_grid” text_align=”left” full_screen_section_height=”no” css=”.vc_custom_1442500877793{margin-top: 10px !important;}”][vc_column offset=”vc_col-lg-offset-2 vc_col-lg-8 vc_col-md-offset-2 vc_col-md-8″][vc_empty_space height=”50px”][vc_column_text]<\/p>\n

FURTHER READING<\/span><\/strong><\/h4>\n

[\/vc_column_text][vc_empty_space height=”25px”][vc_column_text]Bresinsky, P., Schie\u00dfl, M., von den Brincken, C.: Nerven \u2013 Zeichen \u2013 Wege: Erkenntnisse der Neurosemiotik f\u00fcr erfolgreiche Au\u00dfenwerbung[\/vc_column_text][vc_empty_space height=”25px”]Download PDF<\/a>[vc_empty_space height=”25px”][vc_column_text]Nominated for Best Paper BVM Congress 2012<\/p>\n

Dr. Nadine Hennigs and Dr. Steffen Schmidt, Leibniz University Hanover for determining integrated brand performance against explicit and implicit survey techniques.[\/vc_column_text][vc_empty_space height=”25px”]Download PDF<\/a>[vc_empty_space height=”25px”][vc_column_text]<\/p>\n

Steffen Schmidt, Klaus-Peter Wiedmann, Philipp Reiter, Christina Kurlbaum:\u00a0Anticipating the Effects of Marketing Communication: A Neuroeconomic Framework for Marketing Purposes<\/p>\n

[\/vc_column_text][vc_empty_space height=”25px”]Download PDF<\/a>[vc_empty_space height=”35px”][vc_column_text]<\/p>\n

Do you want to learn more about neuro science?\u00a0<\/strong><\/p>\n

 <\/p>\n

We recommend the following basic liturature:<\/p>\n

The Brain That Changes Itself: Stories of Personal Triumph from the Frontiers of Brain Science<\/a><\/p>\n

[\/vc_column_text][vc_empty_space height=”35px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”grid” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” background_color=”#ffffff” padding_top=”0″ padding_bottom=”0″][vc_column offset=”vc_col-md-offset-2 vc_col-md-8″][vc_empty_space height=”20px”][vc_column_text]<\/p>\n

Your specialist for neurosemiotics<\/b><\/span><\/h4>\n

[\/vc_column_text][vc_empty_space height=”25px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”grid” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” background_color=”#ffffff” padding_top=”0″ padding_bottom=”0″][vc_column width=”1\/2″][vc_single_image image=”23820″ img_size=”medium” alignment=”right” qode_css_animation=””][vc_empty_space height=”20px”][\/vc_column][vc_column width=”1\/2″][vc_empty_space height=”20px”][vc_column_text]<\/p>\n

Michael Schie\u00dfl<\/h4>\n

Gr\u00fcnder & CEO<\/strong><\/p>\n

Telephone +49 30 698144-12<\/span>
\nFax +49 30 698144-10<\/span>
\nschiessl@eye-square.com<\/a><\/span><\/p>\n

[\/vc_column_text][vc_empty_space height=”80px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”grid” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” background_color=”#ffffff” padding_top=”0″ padding_bottom=”0″][vc_column width=”1\/2″ offset=”vc_hidden-lg vc_hidden-md vc_hidden-sm vc_hidden-xs”][vc_single_image image=”23629″ img_size=”medium” alignment=”right” qode_css_animation=””][vc_empty_space height=”20px”][\/vc_column][vc_column width=”1\/2″ offset=”vc_hidden-lg vc_hidden-md vc_hidden-sm vc_hidden-xs”][vc_empty_space height=”20px”][vc_column_text]<\/p>\n

Philip Bresinsky<\/h4>\n

Research Consultant<\/strong><\/p>\n

Telephone +49 30 698144-65<\/span>
\nFax +49 30 698144-10<\/span>
\nbresinsky@eye-square.com<\/a><\/span><\/p>\n

[\/vc_column_text][vc_empty_space height=”80px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”grid” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” background_color=”#ffffff” padding_top=”0″ padding_bottom=”0″][vc_column offset=”vc_col-md-offset-2 vc_col-md-8″][vc_empty_space height=”25px”][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

[vc_row row_type=”parallax” parallax_content_width=”in_grid” text_align=”left” full_screen_section_height=”no” background_image=”19613″ section_height=”300″][vc_column offset=”vc_hidden-sm vc_hidden-xs”][vc_column_text] [\/vc_column_text][\/vc_column][\/vc_row][vc_row row_type=”parallax” parallax_content_width=”in_grid” text_align=”left” full_screen_section_height=”no” css=”.vc_custom_1442500877793{margin-top: 10px !important;}”][vc_column offset=”vc_col-lg-offset-2 vc_col-lg-8 vc_col-md-offset-2 vc_col-md-8″][vc_empty_space height=”35px”][vc_column_text] NEURO METHODS [\/vc_column_text][vc_empty_space height=”15px”][vc_column_text] IN-DEPTH ANALYSIS OF THE PERCEPTION OF BRANDS, ADVERTISING, AND PRODUCTS [\/vc_column_text][vc_empty_space height=”35px”][vc_column_text]Neurosemiotics is eye square’s integrated analysis model for…<\/p>\n","protected":false},"author":13,"featured_media":18162,"parent":0,"menu_order":0,"comment_status":"open","ping_status":"closed","template":"full_width.php","meta":{"footnotes":""},"class_list":["post-18696","page","type-page","status-publish","has-post-thumbnail","hentry"],"yoast_head":"\nNeuro Methods | Neuromarketing In Real Contexts | eye square<\/title>\n<meta name=\"description\" content=\"Customer Insights with brain activity measurement during brand contact, we use the latest Brain Computer Interfaces for best insight.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.eye-square.com\/en\/neuro-methods\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"NEURO METHODS\" \/>\n<meta property=\"og:description\" content=\"Customer Insights with brain activity 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