The IQS Neuro & Digital Marketing Lab was born in January 2023 and has become a unique and pioneering facility in Spanish universities that allows objective research into consumer behaviour to develop products and services adapted to their needs.

Through the iMOTIONS platform we can objectively measure individual’s emotional and cognitive responses to different types of stimuli, for example: advertising, product tests, websites, etc..

The laboratory includes EEG sensors, to analyse the electrical activity that occurs in different areas of the brain and allows measuring cognitive load and emotional state; Galvanic Skin Response, which allows measurements of changes in skin conductivity (emotional activation); Eye-tracking, through sensors, glasses or virtual reality and the Affective facial coding algorithm, which measures emotional expression on the face of respondents.

SERVICES FOR COMPANIES:

Product tests: Which products taste better?, Do smells cause the right emotions?, Does the customer understand how to use the product?

Packaging testing: Where does the consumer look at?, Which elements capture consumer’s attention and attract them?

Logo and Brand Design: Where does the consumer look at?, Which designs attract the most (or least) the customer?, What designs require superior cognitive effort?

Communication and advertising: Do we generate an emotional response?, Do we attend to the desired stimulus?

Apps and websites usability: Is the interaction with the app/website clear?, Is it easy to use?, How does the user navigate? Are there any deadlocks?

Purchasing behaviour in a real environment