CognitV favours experimental psychology and cognitive neuroscience methods to probe 'what the consumer cannot tell us directly' coupled with more 'conventional' techniques that seek to understand subjective aspects of everyday experience.  Whilst this is derived from a longstanding knowledge and use of various methods, metrics and techniques across the spectrum of academic concepts about human behaviour, CognitV's USP is grounded in a framework that considers how the basis for cognitive performance, perception of the world, and action-based decision-making and behaviour rests in acknowledging how the brain organises functionally from a networks-perspective.  This all of course situates consumer behaviour in the real-world, acknowledging that perception does not occur in a vacuum! but instead is derived from the environmental context in which the individual is embedded.  Any understanding of fundamental consumer brain processes must therefore consider wider lifestyle and behavioural factors, and indeed how it is the brain generates meaningful output by synthesising external information with internal drives and motivators.