What is NeuroVox?


Our product combines cutting edge Neuroscience technologies with traditional survey techniques to quantify the sub-conscious and emotional responses of the human brain.


The human brain processes 11 million bits of sensory information every second, but our conscious minds can handle only about 40 bits per second. The brain processes the remaining bits of information sub-consciously. The question is whether we are measuring and appropriately capturing that decision-making process through traditional survey methods.


By using the latest Neuroscience technologies in combination with traditional survey methods, we help brands understand consumers’ sub-conscious and conscious emotional responses thereby empowering clients to understand the increasing complexity of modern consumer behaviour.

NeuroVox methods include:

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    Electroencephalogram (EEG)
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    Implicit Association Testing (IAT)
When should you use it?

When you are looking to optimize the effectiveness of:

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    Video or digital advertisements
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    Packaging designs
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    Product & sensorial experience
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    In-store elements and much more

  • Our cutting-edge tools do not need any special laboratory setting and are easily portable to be deployed anywhere at any time.
How does it work?
  • We use a combination of our tools to get the most complete picture of the consumer. NeuroVox tools include:

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    Eye tracking–A system that measures how the eyes typically move over a digital stimulus that is shown to a consumer from the target group.

    • It uses a combination of an eye-tracker device to capture eye motion or point of gaze and a software, which is used to record and analyze the digital stimulus from the device.
    • It provides in-depth analysis on how customers interact with products-‘Where they look and their levels of cognitive engagement’, providing real insights into the ‘Moment of truth’.
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    Electroencephalogram (EEG) – The human brain produces tiny electrical pulses called “brainwaves”, which relate to our “mental and emotional states.

    • The EEG headset senses and interprets these brainwaves and transmits them to our device, a special software then helps us to analyze the consumer’s state of mind.
    • Tells us how ‘focused’consumers are and what elements relate to the change in emotional state when exposed to digital image/video
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    Implicit Association Testing(IAT) – helps to find out the relative strengths of associations between terms in the consumers’ mind.

    • When short on time, the human brain almost always relies on the sub-conscious part of the brain for processing information. It is the intuitive shortcut for the brain before it thinks about rationalizing answers.
    • We recreate the ‘less time’ scenario for the brain to operate in through IAT.
  • Experts at Vox are then able to interpret this data for better understanding how the various elements in the stimulus are working together, and at what level of intensity, to communicate the intended messages. The micro-analysis allows us to examine the various aspects of the stimulus (for instance, scenes, in the case of a TVC) and suggest edits and optimisation based on hard and soft measures. This greatly increases the efficacy of the stimulus.