G&R has recently opened a neuromarketing research lab focused on facial electromyography (“fEMG”) and its applications in evaluating emotional response to advertising, websites, and product design. The lab is located in Pennington, NJ, midway between New York and Philadelphia, and is designed to help companies learn about neuro-physiological measurement and the strengths of using fEMG, try out equipment, conduct pilot studies, and commission full-service neuro-marketing research. The facility is also available for researchers interested in using the space and equipment to administer studies themselves.
Facial Electromyography (fEMG) measures electrical activity within the facial muscles which is associated with emotional responses that are taking place deep within the brain. Because it can detect measure minute changes in activity, even when there is no overt change in facial expression, it is considered the “gold standard” for measuring emotional valence, the split-second, subconscious reactions people have when presented with stimuli. Additionally, fEMG is particularly sensitive, granular, and actionable for mildly emotional stimuli, which characterizes most marketing material, such as advertising, websites and product designs.
According to Stefanie Dursin, Lab Manager, “With the growing interest in neuro-marketing, much can be gained from learning about the strengths and weaknesses of the various neuro-physiological measures. And there’s no better way to learn than experiencing it first-hand. We’ve set the lab up as a low-cost, hands-on and fun way for companies to dig deeper into neuro-marketing, and discover the value of fEMG.”
G&R has been involved with neuro-physiological measurement since 1982 and with fEMG for more than 15 years.
For more information or to schedule a demonstration, visit https://www.gandrllc.com/lab/researchers/
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