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Innerscope Research is an integrated consumer neuroscience research firm founded in 2006 and based in Boston, Massachusetts with an office in New York City. Using applied neuroscience tools such as biometrics, eye tracking, facial coding as well as fMRI, often integrated with traditional measures of self-report, the company aims to measure in a more comprehensive way consumers’ non-conscious emotional connection to brands, products and services. The company services Fortune 500 clients and works in multiple domains using a neuroscience informed framework (sometimes referred to as neuromarketing). Its research offering includes the evaluation of video advertising, shopper marketing, media platforms, online/mobile user experience as well as a variety of custom studies from testing fragrances to automobile driving experiences. Innerscope’s goal is to help its clients understand the role of non-conscious processing in decision making. On May 27, 2015, Nielsen completed an acquisition of Innerscope Research and renamed its combined offering as Nielsen Consumer Neuroscience. Dr. Carl Marci was named Chief Neuroscientist. ==Company Information== TECHNOLOGIES USED: Innerscope combines conscious and non-conscious research to gain insight of consumers’ emotional response to media content on various platforms. Integrating multiple measurement tools such as facial coding, eye-tracking, voice analysis, fMRI as well as implicit testing combined with the measurements of biometric reactions, Innerscope believes that consumer choices are heavily influenced by non-conscious motivators. Working with hardware and software developers, Innerscope has developed a proprietary biometric sensor system that measures heart rate, skin sweat, respiration, and motion. Worn as a belt, the device wirelessly sends the wearer’s data to a back-end software platform for analysis on how emotionally engaged participants are with the media they consume. In an effort to gain more data at a lower cost, the company developed a neuroscience kiosk system called Sensus, which provides marketers with a cost-effective way to gain insights into consumers’ conscious and non-conscious attitudes and emotions.〔(【引用サイトリンク】url=http://www.mrweb.com/drno/news18524.htm )〕 Sensus collects data by combining the biometric measures of heart rate, respiration, motion, skin conductance, facial coding and eye-tracking followed by a self-report survey. The standalone kiosk system allows marketers to collect data at a variety of entertainment and shopping locations across the U.S. APPLICATION: Brand Immersion Model (BIM) With the growth of new media platforms and the development of mobile advertising and media viewing, Innerscope has sought to understand the effectiveness of advertising on multiple media platforms used individually and in conjunction with other platforms. Innerscope introduced the Brand Immersion Model, a new, neuroscience-informed model for understanding media engagement in a multi-screen multi-channel environment. Collaborating with companies such as Fox Broadcasting Company and Turner Broadcasting System, studies found that emotional engagement was much stronger with television than online viewing, but television viewed with similar online content showed the strongest points of engagement. Consistent with the model, other studies examining the impact of interacting with social media on a second screen while watching TV on a primary screen makes viewers more emotionally engaged than if they were watching alone without social media. While in some cases it distracts viewers, second screen use also can augment the TV experience. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Innerscope Research」の詳細全文を読む スポンサード リンク
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