Reveal hidden emotions.
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A DIY platform to democratize implicit testing.


Infuse your research with neuroscience.
Build your own lab
and we will guide you every step of the way.
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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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.
Don't just take our word for it...
How to know if your ad speaks to your target audience
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
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
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
Research
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
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

Joanna Sobyra
That one time when George Clooney wasn’t everybody’s cup of coffee
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:
Research
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
iCode easily identifies better performing fragrance
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
Research
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
How iCode ensured that an advertisement was well-adjusted for a specific market. Or was it?
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
Research
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
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
Research
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
