fMRI
(functional Magnetic Resonance Imaging)
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On occasion, our clients require a deep understanding of brain activity as it relates to prototype test products, packaging, signage, or other forms of visual design elements. In such cases, we utilize fMRI, or functional Magnetic Resonance Imaging. This methology is specifically designed to measure patterns of cognitive activation from neurons within the brain when an individual test subject is exposed to specific visual test stimuli within a controlled laboratory setting. The patterns of neural activity (BOLD response) are then interpreted by our team of experts in the fields of pscyhology and cognitive neuroscience, allowing for an understanding of not only what parts of the brain are active during exposure to a test element, but also what types of emotional responses and levels of engagement are elicited by those test elements. We suggest fMRI as a potential research tool only where we believe it might be incrementally useful when paired with other behavioral and attitudenal methods. Our use of fMRI technology and methods is carefully considered and suggested only after detailed discussions with our clients in order to determine the nature and types of questions to be addressed in a given project. |
We often suggest pairing laboratory based fMRI tests with in-store testing methods, including observational and qualitative, self-report, tools. In pairing these tools, we are able to generate a holistic picture of human response to a test element, from design concepts in the lab to prototype tests in "the real world."
