iCode

Reveal hidden emotions.

Remotely and instantanously.
A DIY platform to democratize implicit testing.

bioNavi

Infuse your research with neuroscience.

Build your own lab
and we will guide you every step of the way.

consulting services

Draw on our experience and expertise

From the very beginning, our goal was to translate brain science and subconsciousness into business goals – and it still is. After over 20 years of testing various scientifically proven methods, we’ve developed patented products for independent scientific research. We’re aware that not every company has the resources to run scientific tests singlehandedly, so we continue to offer our consulting services.

Nobody knows your business as well as you do, and we’re here to help you make sure that your intuition is always spot-on. Our experience and expertise in consumer neuroscience and human behavior will provide you with answers to all your research questions.

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Trusted by 1 328 customers worldwide

Decades of experience
in consumer neuroscience and human behavior.

Now available at your fingertips.

1997

Rafał Ohme, PhD, establishes NEUROHM. The company’s mission is to translate brain science and subconsciousness into business insights. With innovative equipment like EEG, GSR, and eye-tracking, NEUROHM takes behavioral research to the next level.

2008

After taking Europe by storm, NEUROHM kicks off the first transatlantic project. Our methodologies are now successfully applied on six continents.

2015

iCode becomes a self-manageable platform for effortlessly creating response-time-based surveys on personal computers and handheld devices. NEUROHM is now a global leader in measuring non-conscious attitudes and introducing brain science into business.

2004

Introducing implicit tests – a new, scientifically proven method for measuring response time, developed inside the NEUROHM lab.

2011

iCode, our solution for measuring implicit attitudes, is ready for launch and patent pending in the US. NEUROHM partners up with key players in the research industry and proudly co-creates the NMSBA Code of Ethics for the Application of Neuroscience in Business.

2018

The US patent arrives. It’s official – there is no other software like iCode. With rapid technological development and enormous possibilities, iCode is applied whenever people’s opinions matter, becoming a vital tool for marketers worldwide.

1997

Rafał Ohme, PhD, establishes NEUROHM. The company’s mission is to translate brain science and subconsciousness into business insights. With innovative equipment like EEG, GSR, and eye-tracking, NEUROHM takes behavioral research to the next level.

2004

Introducing implicit tests – a new, scientifically proven method for measuring response time, developed inside the NEUROHM lab.

2008

After taking Europe by storm, NEUROHM kicks off the first transatlantic project. Our methodologies are now successfully applied on six continents.

2011

iCode, our solution for measuring implicit attitudes, is ready for launch and patent pending in the US. NEUROHM partners up with key players in the research industry and proudly co-creates the NMSBA Code of Ethics for the Application of Neuroscience in Business.

2015

iCode becomes a self-manageable platform for effortlessly creating response-time-based surveys on personal computers and handheld devices. NEUROHM is now a global leader in measuring non-conscious attitudes and introducing brain science into business.

2018

The US patent arrives. It’s official – there is no other software like iCode. With rapid technological development and enormous possibilities, iCode is applied whenever people’s opinions matter, becoming a vital tool for marketers worldwide.

How to know if your ad speaks to your target audience

Volkswagen TV commercial – Alien – has a non-standard format typical to independent cinema. It has a strong, horror-like vibe to it, the effect is strengthened by dark colors, numerous dangerous situations, and minimal dialogue. The ending is funny and releases the pressure, making it an emotionally-dense ad. Our goal was to measure if this format subconsciously appeals to men and if it results in a willingness to act.

Case overview

Client: Volkswagen
Research method: bioNavi Neuro Test
Research method: EEG, GSR, eye-tracking
When: 2018
Goal: determining the emotional engagement among men watching a new Volkswagen ad

Results

  • the spot causes high activation combined with positive emotions
  • repetitive scenes eventually result in a loss of interest and negative emotions
  • neuroscientific results suggest that the ad could be cut and compressed to maintain the highest engagement

Research

We presented the Volkswagen advertisement to each respondent from the target audience. Their subconscious reactions were measured with bioNavi tools: EEG, eye-tracking, and GSR.

Results

  • The ad proved to be highly engaging, attracting men’s attention from the very start.
  • Positive engagement appears when the product is presented (Volkswagen Hands-Free Trunk Opening), and the ending is strongly stimulating.
  • However, the repetition of the same joke disengages the viewers (0:45) – negative emotions appear, reinforced by high GSR activation, implying a willingness to reject and avoid the stimulus. Most likely, consumers get irritated by numerous repetitions of very similar scenes presenting trunk opening/closing.

Summary

bioNavi allowed us to determine if the ad causes high engagement in a positive way – and it does. The positive reaction at the beginning and the end of the ad proves that the spot has met its goal – it definitely attracts male viewers. Unfortunately, a high potential to attract is partially lost in the second part of the spot. Neuro results suggest that the ad should be cut by scenes that generate negative emotions, especially when they become repetitive and mundane. Considering the results, it is worth cropping the advertisement by removing some less engaging scenes, which would allow Volkswagen to optimize costs, engage the consumers, and create a positive connection with the brand.

How iCode saved a company from running an ineffective coffee ad

Coffee is by far the most popular and effective stimulant we use on a daily basis. But how can we make a coffee advertisement just as effective at sharing desired values and nourishing the brand image? iCode is the answer!

Case overview

Client: Segafredo
Research method: iCode Smart test
When: 2019
Goal: checking the effectiveness and value-recognition within a new campaign

Results

  • 13% more effective communication
  • 5th position among professional Italian coffee bean distributors
  • 5% growth in coffee beans distribution
  • gaining insights into emotional reactions – vital for future campaigns

Client’s challenge

Segafredo launched a new advertising campaign for the Selezione product line in 2018. The brand opted to evaluate the campaign’s effectiveness before continuing in 2019. The primary purpose was to see if the desired values were clear and associated with the brand.

Research

We tested Segafredo’s fundamental values and attributes to their audience using iCode smart test after showing the original verstion of their ad. We measured the respondents’ implicit reactions.
Original version of the ad

Outcome:

  • only 29% of consumers associated Segafredo with being a barista at their own home and with motivation to act big
  • conclusion – two main attributes were not yet well established with the brand

Recommendations:

  • the communication of the ad should emphasize the abovementioned values
  • on top of that, based on iCode results, we advised visual changes – beauty shots improvement and stronger brand exposure at key moments to better link essential values with the Segafredo brand

Road to the goal

Segafredo team rapidly implemented our recommended changes to the ad. We ran another part of iCode tests to check whether the new ad transfers desired values, and connects them to the brand.
Improved version of the ad

Outcome:

  • 39% of consumers now associated Segafredo with being a barista at their own home (10% increase)
  • 45% of consumers now associated Segafredo with motivation to act big. (16% increase)
  • the changes implemented to the ad resulted in boosting the brand image

 

Recommendations:

  • the ad is now ready to be launched on air!
  • the communication of the ad now has a higher potential to move consumers emotions and motivate them

Results

Using iCode, we were able to determine if consumers truly believe in values important to our client – not just on a declarative level, but also subconsciously. We measured if the ad transfers these values and puts the right amount of emphasis on the brand image. As it turned out, the advertisement required enhancements in several areas. The upgrades were eagerly implemented, and the post-test results revealed substantial growth in the ad effectiveness. As the Segafredo representatives claim, investing in neuromarketing research was a profitable experience, and they still benefit from our insights and results.

Joanna Sobyra

Marketing Director Segafredo Zanetti Poland
„According to Nielsen, after spring commercial emission in 2019, the brand moved from the 6th to the 5th position in professional Italian coffee beans. Moreover, there was also a 5% weight distribution. Gaining knowledge about emotional reactions of respondents was the key in preparing better, more efficient commercial version. The investment in neuromarketing research was profitable.”
Are you planning on launching advertising materials soon? Try iCode to measure if your ad communicates the desired values and effectively connects them to your brand. Ask us anything, or book a free demo 

That one time when George Clooney wasn’t everybody’s cup of coffee

Sometimes, it may not be enough to measure the subconscious responses to ad materials. A good researcher follows their instinct and ensures that the data team also conducts a proper segmentation of the results. When working with the Nespresso ad, we didn’t simply focus on average results but measured them by gender, completely changing the final result.

Case overview

Client: Nespresso
Research method: bioNavi Neuro Test
Research method: EEG, GSR, eye-tracking
When: 2016
Goal: measuring if men and women are equally emotionally engaged when watching the new Nespresso’s ad

Results

  • high engagement among women from the very beginning resulted in a positive reaction when the logo was shown
  • men experienced an adverse reaction when the actor was brushed off
  • the ad is substantially more appealing to women

Client’s challenge:

Nespresso launched a new campaign, introducing the concept of coffee capsules. The goal of our research was to make sure if Nespresso chose the right actor for the role and if the ad is equally appealing to men and women, resulting in overall high emotional engagement and willingness to buy the product.

Research

We presented the advertisement to each respondent from the target audience. Their subconscious reactions were measured with bioNavi equipment: EEG, eye-tracking, and GSR. We separated the results iby the gender.

Results by gender

Women

  • Emotional engament scores from bioNavi clearly indicate that female respondents enjoy watching scenes starring George Clooney. We observe subconscious positive reactions to almost all of the scenes with the actor. Although when an attractive woman appears (0:22), reactions become neutral. However, right after Clooney shows up again, a re-engagement is observed.
  • High engagement from the very beginning influenced a positive response at the end of the ad, where the brand is shown. An ad needs to cause positive reactions when presenting the logo. Such a result might indicate a higher willingness to buy.
  • Women are the perfect target group for this ad.

Men

  • Men did not appreciate George Clooney as much as women did, and their reactions mainly were neutral.
  • Moreover, when an attractive female turns down Clooney, men have a strong negative reaction. It seems a male audience does not appreciate watching men being rejected.
  • bioNavi emotional engagement scores indicate that the reception of previous scenes impacts the brand perception at the end when watching the logo is accompanied by negative emotions from the male audience.
  • This ad will not appeal to men.

Summary

bioNavi allowed us to check if the new Nespresso ad generates high engagement and positive reactions on an emotional, subconscious level. On average, it does, and it would seem this is a good ad for Nespresso’s new product. However, when we split our results by gender, we found out that the results weren’t as positive as we thought. The ad is very appealing to women, and they associate the brand logo with positive emotions, but when it comes to men — they don’t enjoy watching the leading actor quite as much. In fact, the scenario made the male audience reluctant toward the brand. Our recommendations include a follow-up campaign for the product also addressing average male needs or positioning the new product as female-friendly.

iCode easily identifies better performing fragrance

Did you know that smart test can also empower sensory research?

Case overview

Client: A hair care company
Research method: iCode Smart test
When: 2020
Goal: choosing the best fragrance for a new hair product

Results

  • 89% of respondents marked Fragrance A as refreshing, even though only 45% truly believed this was true
  • Fragrance B was comforting on an emotional level by 60% respondents
  • Fragrance B scored better results and the company chose it for their product

Client’s challenge

Before releasing a new product, a haircare producer sought to investigate the subconscious perception of different fragrances. It was important to the company that the chosen fragrance evoked feelings of comfort and freshness, and they wanted their product to represent these attributes. Due to the pandemic, however, it was impossible to run lab tests.

Research

Because the labs were closed due to the pandemic, the haircare company decided to conduct an in-use survey, in which samples of hair products were shipped directly to the respondents. The responders were asked to rate the aromas with an iCode test right after washing their hair with the client’s product. This provided a rare evaluation in real-life circumstances. We selected the audience group, sent hair products to respondents, and then used iCode to measure their implicit reactions juxtaposed with declarative answers.

Results

declarations
Fragrance A
Fragrance B
  • both scents are perceived as refreshing and comforting
  • the release of each of the fragrances will achieve the intended goals
with iCode
Fragrance A
Fragrance B
  • implicitly Fragrance B was perceived as refreshing and comforting significantly more than Fragrance A
  • the second fragrance is recommended for release, as its perception is much closer to the impression envisioned by the company
With a little help of delivery services, we managed to test fragrances during the pandemic. Luckily, iCode is available on any device at all times. We established that the majority of people claimed hair product fragrance to be refreshing and comforting, even though they didn’t really feel this way. iCode revealed the truth – less than ten half of the respondents truly enjoy Fragrance A, while Fragrance B was quite well-received. We recommended the client to use Fragrance B, and they did benefit from this choice.

How iCode ensured that an advertisement was well-adjusted for a specific market. Or was it?

Most companies would rather know that something is not right with their marketing materials before launching a campaign, but many of them only rely on declarative surveys. As Budweiser’s case proves, declarative answers tend to miss the point. With iCode, we managed to show Budweiser that an ad they wanted to launch in Poland is really enjoyable, but… there is a big difference between enjoying an ad and actually being emotionally ready to buy a showcased product. Following up on these results, in order to sell their product, Budweiser had to adjust. Read the full story!

Case overview

Client: Budweiser
Research method: iCode Smart test
Goal: making sure that an ad designed for another country would prove effective in Poland by growing the sales potential

Results

  • more than 80% of consumers agreed that the advertisement was moving and encouraged them to buy the beer
  • on an emotional level, over 65% of consumers were confident that the ad was moving…
  • …however, only 20% of consumers were indeed encouraged to buy beer after watching the advertisement

Client’s challenge

Budweiser decided to launch a new commercial on the Polish market, which had been initially designed for another country. The client’s goal was to find out whether Polish consumers would react positively to the advertisement and whether the ad would encourage them to buy the product.

Research

We presented the Budweiser ad to a group of nearly 200 respondents who hadn’t seen it before. We used iCode to measure respondents’ subconscious reactions and juxtaposed them with declarative answers.
declarations
  • 82% of Poles agree that women can hold managerial positions
  • conclusion of results without iCode: in Poland, the advertisement will move consumers and positively impact the brand’s image and the sales potential of Budweiser products
  • but is that really so?
with iCode
  • over 65% of consumers were confident that the advertisement was moving
  • after watching the advertisement, only 20% of consumers were indeed encouraged to buy Budweiser beer
  • advised additional sales support communication in Poland

Results

Without iCode, Budweiser would likely launch their advertisement in Poland and then wonder why sales didn’t skyrocket. Using non-declarative metrics allowed us to discover that the new Budweiser ad is enjoyable and will likely warm the brand’s image. However, the lack of an outlined relationship between the product and the presented story results in limited acquisition potential for the Polish consumer. It will not encourage consumers to purchase beer. If the advertisement were to be launched in Poland, additional sales support communication would be needed. And, after all, a brand’s goal is never only to be liked – everybody wants to sell, too. With this study, Budweiser proved that investing in neuromarketing can be highly profitable in the long run.
Are you planning on launching advertising materials soon? Try iCode to measure if your ad communicates the desired values and effectively connects them to your brand. Ask us anything, or book a free demo 

Unraveling the truth about gender bias about managerial positions with iCode

It would seem that the culturally rooted narrative of a male leader is long gone and that managerial competencies have no gender, right? A nationwide study, “Believe in yourself” conducted on a representative sample of Poles in collaboration with SAP allowed us to uncover a secret hidden under the cloak of declarations – until now.

Case overview

Client: SAP Poland
Research method: iCode Smart test
When: 2021
Goal: determining if there are hidden emotions and attitudes towards women holding managerial positions in companies

Results

  • on a declarative level, 82% of Poles agree that women can hold managerial positions…
  • …but, in fact, only 1 person out of 4 believes on an emotional level that women are suitable for managerial positions

Client’s challenge

SAP Poland wanted to build an organizational culture with an emphasis on self-confidence hoping that this approach will translate into the professional development of their employees. In order to do it right, they wanted to measure the emotional certainty of various statements regarding diversity in the workplace.

Research

The test was run on a group of over 1000 respondents. After the test, we compared averaged declarative answers (what respondents selected in the survey) with averaged emotional responses (the emotional certainty of the respondent when answering each question).
declarations
  • 82% of Poles agree that women can hold managerial positions
  • conclusion of results without iCode: the belief in managerial competencies of women does not need to be strengthened in either of the sexes. But is that really so?
with iCode
  • the measurement of emotional certainty revealed that only 27% of respondents believe that women are suitable for holding managerial positions!

Results

Without iCode, this research would miss the point, passing over the gender bias entirely. By digging deeper, we found out that gender equity is still a song of the future when it comes to emotional certainty. Thanks to iCode, we were able to establish that the belief in the managerial competencies of women should be strengthened among both women and men. Closing the gender gap in the perception of managerial competences is a challenge that both genders will have to face.

Thomas Duschek

Managing Director, SAP Polska
„I believe that the results of the study will help us build an organizational culture in which it will be important to strengthen self-confidence and this approach will translate into the professional development of our employees. I am convinced that the power of creativity and innovation lies in diversity.”