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Determine what is seen, by who, for how long, in what order!
Predict what is bought by what is seen, before market launch





With the patented and well-validated alternative for regular eye tracking, the Neural Beam Viewer®, you determine the way a consumer actually perceives design of for example packaging, commercials, advertisements or any other objects when visuality plays a role in the decision process. You discover by whom, to what extent, for how long, with what response times and it what order that object is seen in its environment, for example on a shelf (retail). Linked to Visual Impact Testing, you'll find Share of Preference and even potential market share stimulated by the visibility of parts of a packaging or object. Before launch! Moreover, The Neural Beam Viewer offers clear suggestions to adjust a design in such a way that it positively influences the conscious and subconscious mind set and increases the purchase behavior.







The methodology

How do consumers actually see?
With what intensity? With what duration? In what order?

Powerfully validated, cost-efficient alternative to eye tracking

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Instead of the movement of the pupil, we use manual pointing movements as indicators of the attentional signals generated in the brain by the presented stimuli.

How is perception experienced?

At any given moment the eyes only see reality for 2 degree sharply. The rest is perceived blurry. By rapidly shifting the pupils, eyes build up an overall view of reality. This foveal shift can be compared with the movement of a spotlight. However, the process of the eyes is managed by the brains. The brains also can only experience a very limited part of reality at the same moment. That brain function can be compared with a spotlight too: a neural beam.
The Neural Beam Viewer* uses this principle of a spotlight and projects the operation on a computer or mobile screen of the respondent. Instead of the movement of the pupil, we use manual pointing movements (like a finger) as indicators of the attentional signals generated in the brain by the presented stimuli.

How is attention of a respondent measured?

With the Neural Beam viewer a consumer will be shown online a blurred image of packaging, advertising, store shelf or any visual stimuli. He is instructed to select with his finger or mouse that part of that item  that attracts his first attention. There, a part of that object in a small circle becomes sharp. A respondent is then asked to move that circle to view the full object as long as he feels it necessary.  

How does it work and what do you get reported?

You upload the visual stimuli you want to explore and you select the target group. The Neural Beam viewer then automatically creates the study, manages the fieldwork and delivers the visualized research results plus analysis and recommendations. In essence, that's all you have to do.

The Neural Beam viewer records the online orientation process of a respondent on the screen very precisely and translates this into key figures for attention of any part of the object (area of interest): duration, coverage, intensity, sequence of observations, time to first and last fixation of parts of an object. It visualizes how parts of an object are seen by whom for how long and how the focus of attention will develop and is organized. It reports with detailed heatmaps, AOI-info and benchmarks.

​With our inventory scan you create a study in seconds. Within one to two days, the research is set up and carried out automatically and the results are provided with clear visuals based with recommendations through a PowerPoint. If desired, we will discuss the results in an online conference call.

Easy to implement and start - immediately usable result

Research options started in minutes

Within one day the fieldwork is active, within a day the results in house

With the easy to use Neural Beam Research dashboard a study with the Neural Beam Viewer can be started within seconds. The next day you can have the results on your desk. The Neural Beam Viewer needs only good footage of the packaging or any object that you want to study. Plus a short description of the most important usage characteristics and the target group. You can carry out the analysis yourself in a simple manner, but where required, an international team of research professionals is ready to assist you. We offer a company application with and without research support. From single research, to an integrated research module that simulates the action of all communication elements of your products on each other worldwide. From your own DIY research dashboard to fully carried out communication research.

Start a pilot study to test
  • Upload maximum of 4 images of objects to study

  • The standard Neural Beam study will be created automattically

  • We provide you with a web link to the survey of thate study that you can send to respondents yourself. Up to 10 respondents (internal) can complete the survey

  • Within a day you receive up to maximum 6 heatmaps with gaze paths and AOI info

  • In an online conference call we discuss the results and show you the options of The Neural Beam approach

Start a single study
  • Research up to a maximum of 6 different objects (packaging, advertisement, shelves, tv commercials)

  • Get the fieldwork done by us with any valid research population worldwide (n=100)

  • Receive up to 6 heatmaps with gaze paths and Area of Interest information

  • Get analyzed research results and deliver a PPT report with conclusions and recommendations within two days after the fieldwork ended

  • In an online conference call we discuss  these research results with recommendations

Your own integrated research dashboard
  • Your own global functioning secured research dashboard, fully automated

    • Create studies

    • Manage fieldwork

    • Analyze studies

  • Visualize reports

    • Heatmaps

    • Gaze paths

    • AOI data

    • Benchmarks

  • Integrate on:

    • Your global teams

    • Analysis of object types & interaction

    • Research agencies

    • Design companies

Get in touch with us

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* The Neural Beam Viewer and the underlying methodology and technique are both officially registered trademarks. Methodology and analysis technique were patented in 2009 with worldwide coverage. The Neural Beam Viewer is technically and methodologically fully validated (Posner, Snyder, & Davidson, 1980, Fernandez-Duque & Johnson, 1999 and Berger, Wager, Psychology & marketing, 2012).

* The Neural Beam Viewer has a history of many thousands of communication, shopper and product and market studies. It does not need head mounted displays, webcams (webcam eye tracking) or other physical eye registration equipment. Only the availability of the screen of a desktop, tablet or mobile is necessary. Research with The Neural Beam Viewer is carried out completely online and .can be used in research where the mobile phone is used. As an analytical tool, it combines the power of both qualitative (analysis by observation) and quantitative (statistical analysis), while the low-threshold, online applicability can lead to enormous cost advantages.

©121facts, 2020