5. If we apply these knowledges to everyday life, we can
understand people's different behaviours and explain how
Neurosciences can increase society's competitiveness and
wellness: public and private companies, social sphere, training
What do they are good for?
6. About us
We are a team of
different and integrated
7. What do we do
We carry out some researches
about Marketing and social
sphere, making use of
We observe how information
and messages are acquired
by brain through senses and
then, they are reworked.
8. What do we do?
•how the brain reacts to
environmental stirrings (stimuli)
•what chatches its attention
•how it elaborates information
•how and what it learns
•experiences that people have
10. Which work tools
do we use?
We use neuroscientific tools
coupled with traditional
we want to give a complete
meaning to people's
11. Eyetracking It records eye movements,
measuring the corneal reflection
through infrared light.
It allows to know:
•what a person is looking any
•how this person collects
information that will be
elaborated by brain
•how many time this person
lingers on details
It helps us to understand which
strategies are the most quick,
immediate and incisive
12. Eyetracking metrics:
Fixation time mean
Visual Attention -
the number of times that gaze remains fixed on a target. During
fixations information is collected and processed by the brain
is the average time devoted to the observation of an object. If it is
less than 200 ms is not effective, if it is higher than 500 ms indicates
a difficulty of understanding
fast movements of the eye needed to switch from one fixation
point to another. If this index is too high it means confusion and
little usability of the stimulus
the points in red are the ones that have a higher visual
concentration, while those ones in green indicate less attractive
represents the order in which information is read. Used to identify
which parts obstruct the flow or benefit experiential flow
13. EEG-Biofeedback It records changes in electrical
potential generated by brain.
It allows to measure when people:
•refer to knowledges that are
already present in memory
•struggle to elaborate information
It helps us to understand which
contents are easy and coherent
depending on predetermined
14. EEG-Biofeedback Neurometrics:
Attention the user is ready to receive stirrings from the outside world, is open and receptive
measures the degree to focus on a detail of the stimulus . The consumer is involved in
a step of selective attention.
the user is ready to learn and memorize and itís a phase of upgrading knowledge. If
learning and attention are activated at the same time the user perceives the stirring as
the user connects and compares the stirring with its previous experience (familiarity
with the brand, with the site, habits, practices, influence of advertising)
indicates that the communication stirring is comprehensible and immediacy. If it is off,
the subject is in a state of cognitive fatigue
cognitively indicates that the subject is in a state of relaxation and willingness to interact
effectively with the environment. If disabled, it generates a state of inhibition
hindering the process of decision making.
Neurometrics are expressed on a scale of 0-100:
●when the index are above the threshold L52, the
related metrics is Enabled. This means that the
stirring has started significantly the metrics.
●If the index is between L52 and L48, the metrics
is in the "Routine" state.
●Sotto la soglia 48 la neurometrica è Disattiva.
●Below the threshold L48, the metrics is off.
16. Qualitative research It is the tool used to deepen people's
experiences and the meaning they
give to them.
It is essential to:
•examine the drivers at the bottom of
•understand their opinions: what
people think about a concept/theme
and how they tell about this concept
with the others (word of mouth)
Joint to Eyetracker and EEG-Biofeedback, it allows us to recreate all the experiential
flow and to understand how to make the communication easy and direct
Scientific research takes
advantage of monitored
stimuli, like images, videos,
digital interfaces..., in order to
submit the same experience
to different people.
It allows us to measure, and so
compare, different stimuli
depending on cerebral
reactions aroused on equal
18. Through our methodologies we give
operational indications for the
planning and the fulfillment of
Artifacts, like stimuli (products,
services, communications, digital
interfaces) have to be planned and
organized in order to fully exploit
human abilities to assimilate
Stimuli effectiveness is measured
depending on perception and
elaboration made by brain.
19. Attention economy
Attention economy drives our brain
towards the key points of the reality
we get in contact with everyday.
Media saturation brings the
competition between companies to
create effective products and
services that are easy to understand
by the brain.
Each company's productive activity,
from product or service conception
to planning, communication and
selling, has to vie with users' brain!
Stimuli ask to the
user a different
Kind of stimulus
Applied Neurosciences Lab, for every kind of stimulus, has created research
methodologies to measure effectiveness of it.
A stimulus is effective when, on a perceptual - cognitive level, information
included in it are attractive, easy to elaborate, memorized and
reconnected to one's own knowledge.
The stimulus effectiveness can be directly compared with that one of other
stimuli, in order to define which solution is the best.
22. Neurosciences answer to questions like:
How many people see the object?
Which elements of the object are more seen and in which proportion?
Has the object been seen for a sufficient time to elaborate its contents?
Is the object the first, the second...to be seen? And the potential
Is the object appealing?
Is the object recognizable?
Do people memorize the object?
Are the object and its message easily enjoyed?
Do the message produce Awareness about the product/object/brand?
Which action/ behaviours are produced by the object?
24. Company values
In order to
necessary to have
strong bases to share
internally, on which
built one's own
products and services
26. Continuità Curiosità SfidaCambiamento
Movimento Sperimentazione Evoluzione
Passato Futuro Divertimento Collettività Base
Usanze Solidità Fluidità Passione Cultura Storia
Costumi Coinvolgimento Caos creativo Salto
Modo di fare Diversità di culture Valore Mentalità
Tecnologia Freno Procedure Lento
Conservazione Cambio di marcia
Invecchiamento Apertura Positività
Leggerezza Stimolo Ascolto Rapporti
impersonali Confusione Nuovo Interconnessione
27. Static Advertising
A visual artifact is incisive when
information included in it are
read according to an univocal
order with a sufficient time to be
understood by the brain in a
easy, unforgettable and
28. Images effectiveness
Is my message understood as
Which communication objects
mainly catch people's attention? Are
they read in the correct sequence?
Which elements are ignored?
Manage the whole message to be
29. Images Analysis
It allows to:
•Understand which are the rules to build
a communication that is all in cognitive
order, that is an advertising in regard of
the actual perceptual process put to use
by the final addressee of the message.
•Remove or improve those elements
that could reduce the communication
•Measure and directly compare the
30. Audiovisual Advertising
A videoclip is incisive
when the story that it tells
simplifies the message
the attention on the
product which is
reminded, generate or
keep the Brand
39. Applied Neurosciences Lab
Via Pier Paolo Pasolini 15,
41123 Modena (MO)
Phone: +39 059 5966052
Via Carlo Darwin 20
20143 Milano (MI)
Phone: +39 02 39306680
Applied Neurosciences Lab
Scientific director : Francesco Gallucci
• Riccardo Trecciola
• Valeria Trezzi
• Martina Di Bartolomeo