Advantages

Many of the functions of our brain take place at a sub-conscious level. These can be very important in shaping how we feel about things and how we react to them, but these responses cannot be picked up through conventional research.

All sorts of reasons can prevent people from giving a full and frank account of their responses to a piece of communication - political correctness, peer pressure, apathy/questionnaire fatigue. There are also some responses, particularly right brain responses that people simply find very hard to put into words, no matter how willing they might be to do so.

Because we monitor responses second by second we can identify the exact points in a piece of communication which are most motivating - something that people often find hard to consciously identify. In the same way, we can show those points which are most polarising between different sub-groups of respondents.

Unlike traditional research, we are not relying on people answering questions, so questionnaire fatigue doesn't kick in. Therefore in a single test we can measure responses to a number of different communications at a modest incremental cost for each one.

As we don't influence the views of respondents we can bring them back for further tests and continue to get valid results from them. This can be particularly valuable in tracking work, or where we are dealing with a hard-to-recruit sample.

Basic brain organisation and response is the same all over the world. Therefore, in cross-border research we can get consistent readings regardless of cultural differences that might colour the way in which people might consciously express their views.