New platform allows more accurate consumer data collection

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There have been a number of innovations that try to use neuroscience to help gauge the opinions and feelings of consumers. These have included ways of allowing communities to participate in marketing and having customers chose the price they want to pay. However, the nascent field of consumer neuroscience has suffered from two major limitations – a lack of credibility, stemming from abuse and the use of voodoo science, and a reliance on traditional, focus-group based methods for gathering data. The use of focus groups means that it can be costly and time-consuming to collect data in real time. Now, Portuguese consumer neuroscience start-up MindProber has developed a platform to allow panel-based automated media testing, free from pseudoscience.

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