APPLICATIONS
Here are some examples of how CognitV expertise has been applied to projects that have had impact in terms of market innovation, or inspiring new ways of thinking about consumer behaviour and prospective applications
See 'Ways of working' to understand more about the process CognitV employs
Neuro-engineering a device for optimising worker's attention at altitude
How the brain responds in stressful environments can mean the difference between critical performance on tasks that require sustained attention, or failure and errors that can have serious consequences. CognitV's expertise in cognitive task performance measures has been employed for many years in high altitude contexts. More recently this has involved working with a team in Chile on a government funded project investigating ways to mitigate error due to attentional failures in Andean mine workers.
'Neuroengineering' solutions that help the brain retain attentional focus and minimise tendency towards distraction and 'off-task' thought requires robust science drawing on cognitive psychology and neurophysiological measures. CognitV provided consultancy in the form of underpinning theory and cognitive task measures to this Chilean government funded research project. This work has contributed to increased understanding of how the brain manages stress-load, including how physiological and cognitive systems integrate to prioritise spend of metabolic resources towards goal-directed behaviour. Ramifications for an applied psychology of optimal performance are evident from this scientific work conducted in real world setting and 'extreme environments'.
Experience Design and Rapid Prototyping blending Cognitive Neuroscience and Virtual Reality
Synthesising methods that tap into consumer cognitive processes around decision-making, attentional engagement and motivated behaviour, with virtual reality technology, can bring huge return on investment in terms of added value in insights generated.
CognitV has previously worked with leading market research agencies to implement consumers' immersive experiences in live retail settings. This has had measurable impact in terms of engagement leading directly to purchase behaviour. Such an approach can yield significant uplift in retail sales (several hundred percent in validated scenarios in key markets globally). This measurement-based experiential method can also strongly impact consumer behaviour change, as well as being a tool for skills development and enhanced productivity.
Cost effective prototyping of concepts and environments can be achieved much more effectively using Virtual Reality technology combined with a systematic experimental method. With consumer implicit and behavioural data-capture including wearable neuro-tech there is scope for rapid iterative evaluation of designs that invoke emotional engagement. This can involve determining preference for competing product designs, or the impact of different environments on consumer mood, trust, decision-making. Furthermore, it can be used for attentional training and skills development towards enhanced performance and wellbeing in individuals aspiring to higher goals.
Designing packs that win on shelf using perceptual principles
Working with a globally recognised FMCG company CognitV was able to develop methods (using experimental psychology along with traditional consumer research techniques) to iterate and test new designs for packaging that captures attention on-shelf and motivates purchase.
Such an approach draws on the latest methods, supported with cutting-edge academic science and innovative design thinking to inspire new ways to cost-effectively create, prototype and evaluate in realistic market conditions.