CONSUMER NEUROSCIENCE CAPABILITIES...Aug 21, 2019 · Sensory Neuromarketing that optimizes product...

CONSUMER NEUROSCIENCE CAPABILITIES

Capabilities & Use Cases

Index

2

1. GENERAL APPROACH

2. NEUROSCIENCE

3. NEURO AD TEST

1. TVC

2. WEBSITE & SOCIAL MEDIA

4. NEURO WEBSITE TEST

5. NEURO PRODUCT TEST

6. NEURO RETAIL TEST

GENERAL APPROACH

3

What is Neurons Inc?

4

Neurons Inc is an applied neuroscience company with global capabilities. We

employ the insights and tools from neuroscience to improve business and society.

Neurons Inc is both 1. a spinoff from Copenhagen Business School and Copenhagen

University Hospital, and 2. the result of an incubation process with Lowe’s Home Improvement (and Lowe’s Innovation Labs).

A major part of our work is in Silicon Valley, where we are a part of Singularity

University, and have established a neuroscience lab at the NASA Ames Research

Park.

Our work is based on an open book principle (no boxes or trade secrets), as all our

metrics and methods are well documented in the most highly esteemed scientific

journals.

We emphasize low cost, fast turnaround, full transparency, and high quality in our

work ethics.

Global Academic Affiliations

Why Neurons Inc?

5

Neurons Inc started as a strong academically validated company with collaborators

from some the largest institutes in the world. Since then, Neurons Inc has been

validated through strong commercial collaborations with some of the largest

companies in the world.

The company has developed and improved the protocols, standardization and

deliverables over 5-6 years through 11000 EEG and eye-tracking sessions.

Neurons Inc has performed some of the largest consumer neuroscience ad studies

including

• 2 X 1000 participant ad studies divided between TV and social media in the US

• 500 participant study with 360 ads on websites in Sweden.

The technology and data management provided by Neurons Inc is like nothing else

in the market. The company has developed extremely fast turnaround capabilities

with high end EEG and eye-tracking systems.

Neurons Inc has a database of:

• More than 500 TV ads to deliver best in class EEG and eye-tracking benchmarks

to the market.

• More than 800 digital ads on website and social media

• Large database of 11,000 participants with EEG and eye-tracking recordings

6

Neurons Inc Global Access

Guatemala City, GuatemalaMumbai, India

Dubai, UAE

Copenhagen, Denmark HQ

Porto, Portugal

Madrid,

SpainDallas, TX

Stockholm, Sweden

Istanbul, Turkey

Kuala Lumpur,

Malaysia

San Jose, Costa Rica

Sao Paulo, Brazil

Teheran, Iran

Neurons Inc has global

capabilities, and we are

permanently expanding our

international outreach.

Our mobile solutions allow us to

conduct neuroscience studies

across all regions of the world!

Lab Facility

Local collaborator

Global Client Examples

7

NEUROSCIENCE

8

Why Applied Consumer Neuroscience?

9

SYSTEM 1 SYSTEM 2

• Fast

• Subconscious

• Automatic

• Everyday decisions

• Error prone

• Slow

• Conscious

• Effortful

• Complex decisions

• Reliable

Human perception and decision making is biased

and heavily influenced by subconscious

emotional responses

To account for this, the dual model of consumer

choice from the field of behavioral economics

makes a distinction between System 1 and

System 2 responses

While traditional research methods are good for

probing conscious System 2 responses, Neurons

Inc have produced reliable and valid tools to

probe and understand System 1 responses in a

variety of contexts

Millisecond Steps in Consumer Responses

10

Consumer Neuroscience Equipment

We use the following tools to obtain reliable NeuroMetric measures of

attentional, emotional and cognitive responses:

Neuroimaging

ABM X-10 EEG (electroencephalography) system to measure brain

responses such as Cognitive Load, Motivation and Arousal.

All data are pre-processed, noise corrected, and analyzed using a

random effects regression analyses. For each participant, we determine

specific phases of interest.

Eye-tracker

To assess visual attention, we use the 50 Hz Tobii Glasses Pro 2 eye-

tracking glasses and Tobii X2-30 eye-tracking bar. This provides high-

resolution measurement of eye movements, where the participants

look, for how long, and the visual path they follow.

For a demonstration of our setup, click here: Neurons Equipment Setup

11

Eye-tracking

glasses

X-10

EEG system

https://www.youtube.com/watch?v=NlJCGpnYR3E

The NeuroMetrics

12

AROUSAL

What is the emotional intensity that

customers are experiencing? This is a

brain derived score predicting

engagement and memory.

VISUAL ATTENTIONWhat are consumers seeing, what’s

their visual path? How much time do

they spend looking at your message?

This is extracted from the eye-tracker.

COGNITIVE LOADAre consumers processing the information

given? Are they experiencing information

overload and stress? This is a brain derived

score predicting comprehension and

learning.

MOTIVATION

Do customers and users display interest

and desire? Are they motivated to

approach or avoid? This is a brain derived

score that is highly predictive of actual

preference and choice.

Visual Attention Metrics

13

Percentage Seen

Percentage seen denotes the percentage of people who actively

attended to a particular area or object of interest.

The metric helps to highlight what is seen but also missed. Being able to understand people’s attention is

a prerequisite for further neuro-based analysis, and enables

further discussion on top-down and bottom-up attention.

Total

Fixation Duration

Total fixation duration (TFD) quantifies the amount of time spent

actively attending to a particular area or object of interest.

Research has shown that time spent attending to an object can be a

measure of preference and interest. As such, longer durations indicate a high level of interest, while shorter

durations suggest that other objects might be more interesting.

Time to first fixation (TTFF) indicates the amount of time that it takes to look at a specific area or object of

interest from stimulus onset.

When comparing areas of interest, TTFF can show you which elements are drawing people’s attention. It

effectively provides a measurement of visual stopping power and

supports in identifying the nature of the attention.

Time To

First FixationRelative Time Spent

Relative time spent shows the amount of time spent actively

attending to an object as a percentage of the time that the

object was available in the field of view.

When analysing attention towards a stimulus, Relative time spent takes the availability of the stimulus into consideration. This provides a clear

idea of the attention-grabbing power of the object of measure.

NeuroMetrics Explained

14

55

65

45

MotivationThe score has a cutoff at 50, in which higher scores denote a positive

“approach” motivation and scores below 50 denote a negative “avoidance” motivation.

Cogntive LoadThere is a “sweet spot” between 55 and 75 in which information is processed and learned. Lower scores (<55) are indicative of boredom, and

scores >75 indicate stress and information overload.

ArousalIt is generally so that a higher score means stronger emotional

engagement. However, Arousal needs to be seen in context with

Motivation, as Arousal can be high for both positive and negative events.

Positive emotionNegative emotion

Information overloadBoredom Sweet spot

Emotional engagement

The three different NeuroMetric scores have different ranges for what is to be considered “good” and “bad”. To highlight this, we are showing all graphs by displaying both desirable and unwanted response thresholds.

50

55 75

Neurons Domain Solutions

15

Product

Sensory Neuromarketing that optimizes product

design & product perception, as well as

packaging

Advertising

Optimizing the effectiveness of

commercial ads to improve brand

communication

Retail

Modifying the retail environment for

most optimal customer experience

Media

Optimizing different media formats ranging

from webpages, video games, films etc.

Innovation

Testing the latest in innovation from

Virtual Reality, Robots, 3D-printers

etc.

Leadership

Applying neuroscience to transform

leadership & management effectiveness

Design & Architecture

Gaining neuroscience insights about interior and

exterior design elements & architectural structures

(NeuroArchitecture)

16

Neuro Ad Test

17

Understanding How Ads Work

Applied neuroscience opens the lid to the subconscious responses

of consumers, and how such emotional and cognitive responses

ultimately drive consumer behaviours.

Neurons Inc has revolutionized the way in which ads are understood

and tested in a natural environment. By combining NeuroMetric

measures with eye-tracking and self-reports, we gain an

unprecedented access to both conscious and unconscious drivers

of ad effects.

As we do a lot of ad testing in a standardized format, we have

collected huge amounts of data that has gone in to our database.

This means that not only will the reports contain normative scores

but also Z scores based on the benchmark database.

17

Eye-tracking

X-10

EEG system

Theoretical Framework – 4 Power Model

18

Ensure the stimuli gets attention – from

how many, and for how long time?

Measure: Visual Attention

What are people seeing, and what are they

missing? Are they distracted or focused? This

is extracted from the eye-tracker.

Stopping Power

Transmission PowerEnsure the stimuli are going to

be understood

Measure: Cognitive Load and Motivation

Are people processing the information given?

Are they experiencing information overload and stress?

This is a brain derived score predicting comprehension and

learning.

Persuasion PowerEnsure the ad triggers positive emotion

and appeals to viewers

Measure: Arousal and Motivation

What is the emotional intensity that consumers

are experiencing? This is a brain derived score

predicting engagement and memory.

Locking PowerEnsure the stimuli is learned to impact

future decision making

Measure: Memory and perception

Have people adapted to the stimuli exposed to them?

Post measure of memory, behavioral or attitudinal

change to exposed stimuli

Model developed together

with Stanford University

Stopping Power - Focused Attention

19

Focused Attention shows the spread of eye fixations within a group. It serves as an indication of how coherent or scattered visual attention is on a group level.

When analysing attention towards a stimulus, having a low Focused Attention score is not necessarily a bad thing if you have complex scenes during the ad that is crucial for the narrative. However, ideally you want a high Focused Attention score when key ad elements (e.g. brand or logo) are present.

High Focused Attention

Low Focused Attention

Brand and logo exposed with very high Focused Attention increasing likelihood of memorizing the brand.

Logo and text displayed but with low Focused Attention due to attention not being coherent across participants. The dispersion of attention means that the hashtag in the bottom right corner are unlikely to be picked up.

88

51

20

TV Commercials

21

Understand How Your Ads Perform On TV

Test your ad in a natural TV-show experience

Understand what attracts attention in your ad

Test the emotional reaction to your ad

Find out how well your brand is remembered

Get a second-by-second analysis of the ad

Compare with results from our database

By applying eye-tracking and EEG brain scanning, you gain

insights in to consumer's attention cognitive and emotional

responses to your ad second by second.

Ads are tested using a unique study design where the ads are

shown in ad breaks between watching a TV show, ensuring that

ads appear in a natural context.

Typical Study Timeline

22

FIELDWORK DATA PROCESSING ANALYSIS & REPORT

When everything is set, we run the

study during the desired period of

time. During the data collection,

we continuously update you on

the progress and quality results of

the study so far.

Our data pre-processing includes

data validation and quality

assessment, marking of phases and

Areas of Interest, and the first

steps of data analysis.

The final report is constructed and

handed over in the desired format.

It contains results of the cognitive

and emotional responses to the

stimuli used in the project and

recommendations based on the

results.

TOTAL DURATION SINGLE SAMPLE: 2-3 weeks from kick-off

TURNAROUND: 5-7 days from fieldwork kick-off

PREPARATIONS

When the Neuro Ad Test is kicked

off, Neurons Inc will need 1-2

weeks to prepare all stimuli for

testing. Ads can be delivered up to

5 days prior to the data collection

kick-off.

1-2 weeks 2-3 days 1 day 2-3 days

Study Setup For Neuro Ad Test TVC

Set up of eye-tracking glasses and EEG + 10

minutes calibration of equipment. This is to

ensure that all data are valid and reliable for

each individual.

23 minutes

In the Neuro TVC Ad Test, we test ads in a

natural context, where ads are shown in

three ad breaks between participants

watching a self selected TV show.

During this experience, we get attentional

cognitive and emotional brain responses

from eye-tracking and EEG brain scanning.

25 minutes

To make sure that working memory is

cleared from the participants, a distraction

task is given to them which can be different

kind of puzzles that need some cognitive

processing.

2 minutes

Finally, all participants are given a post

survey where we measure Locking Power

such as ad/brand memory and ad

perception.

Here, we also collect data on their

experience with the tasks and how they

wearing the equipment, to potentially flag

those who have unwanted responses.

10 minutes

TOTAL DURATION: 60 Minutes

23

Setup and Calibration Ad Test in a Natural Context Distraction Task Post Survey

Second By Second Video Analysis

24

Stopping Power Transmission Power Persuasion Power

The second by second video plots allows for analyzing the performance of the ad by combining the heatmap generated by eye-tracking data

with NeuroMetric data generated from the EEG recordings.

This allows for identifying phases of the ad that are suitable for showing important brand stimuli such as product, logo or tagline but also show

“dead phases” that can be cut out.

Get An Example Report

25

We are happy to share an example report in case you want to

see how we analyze ad in the Neuro Ad Test.

The Neuro Website Test is global and can be tested in any

preferred market.

26

Prices for Neuro Ad Test TVC

Startup cost for Neuro Ad Test*

13,500 euroPrice per ad

1,500 euroExcluding travel/accommodation and recruitment/facilities.

*Maximum of 15 ads tested per Neuro Ad Test for TVC

Price per ad

6,000 euro

Full turnkey including recruitment and facilities

The NeuroOmnibus US is a continuous ad testing model Neurons Inc will be

providing in the US market. The model will kick-off first time in May/June 2019

and run every quarter of 2019. From 2020, Neurons Inc will be delivering

NeuroOmnibus US testing every 2nd month.

The NeuroOmnibus US will be running in Dallas, TX with a sample of N=50 and

include all measures and the same setup as the Neuro Ad Test TVC but at

much lower cost per ad test.

Ads will be requested latest 1 week prior to data collection and reports will be

delivered within days after data collection.

NeuroOmnibus TVC Ad Test (US)Neuro Ad Test TVC

The Neuro Ad Test is built on a scientifically validated 4

power model in collaboration with Stanford university.

Minimum sample size of N=30 participants per segment.

27

Website & Social Media

28

Understand How Your Ads Work On Websites And Social Media

Test ads in a natural web context on any

platform

Embed ads in participant's social media

feed

Test how well your ad is seen

Explore the emotional reaction to your ad

Understand how well your brand is

remembered

Compare results to our large ad database

Neurons have developed a unique ad insertion tool that allows us to

test ads on social media in the participants own feed, creating a very

natural testing environment.

You gain insights in to consumers' attention, cognitive and emotional

responses.

We use eye tracking and EEG brain scanning to test for subconscious

responses while being exposed to the ads.

Ads are shown in a free and forced exposure to test how well they

perform at attracting attention and how well they are perceived.

29

Ad-insertion functionality

Neurons Inc has developed an ad insertion functionality making it possible to

insert controlled content into peoples’ own real feed. The application is mainly for research purposes and does not alter the online

code of the platform for other users than the test participant. By doing so,

Neurons Inc can perform research in the real context ensuring the best

possible validity of the findings.

Neurons Inc can control various different platforms and types of content

including:

• Facebook• Carousel ads

• Image ads

• Video ads

• Organic video/image posts

• Instagram• Carousel ads

• Image ads

• Video ads

• Organic video/image posts

• YouTube• Video ads

• Twitter• Image ads

• Video ads

• Organic video/Image posts

• Pinterest• Image ads

• Video ads


30







the study so far.












results.



PREPARATIONS

When the Neuro Ad Test is kicked

off, Neurons Inc will need 1-2

weeks to prepare all stimuli for

testing. Ads must be delivered no

later than 5 days prior to the data

collection kick-off.

1-2 weeks 2-3 days 7 days 2-3 days

Study Setup For Neuro Ad Test On Websites And Social Media




each individual.

23 minutes

In the Neuro Ad Test on Website and Social

Media, we test ads in a free browse as well

as a forced exposure.

During this experience, we get attentional,



25 minutes


cleared from the participants mind, a

distraction task is given to them which can

be different kind of puzzles that need some

cognitive processing.

2 minutes


survey where we measure Locking Power

such as ad/brand memory and ad

perception.





10 minutes


31

Setup and CalibrationAds Tested in a Natural and

Forced Exposure Distraction Task Post Survey

Neuro Ad Test Web And SoMe

Startup cost for Neuro Ad Test on

Website and Social Media*

14,500 euroPrice per ad**

1,500 euro*Excluding travel/accommodation and recruitment/facilities.

**Maximum of 10 ads tested per Neuro Ad Test for TVC


preferred market.

The Neuro Ad Test is built on a scientifically validated 4

power model in collaboration with Stanford university.

Minimum sample size of N=30 participants per segment.

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Neuro Website Test

34

Understand How Your Website Is Perceived

1

23

4

Consumers user experience of a website generates a constant stream of

cognitive and emotional responses.

By applying eye-tracking and EEG scanning, we can detect these

subconscious responses and turn them into useful data.

This allows you to gain insights into how the website is experienced and

how to improve different parts of the website experience.

Through this understanding, we are able to provide clear conclusions

and actionable insights on how to improve different areas of the

website.

Understand what your visitors pay

attention to

Understand the visual path of users on

your website

Avoid information overload

Optimize the shopping experience in

E-commerce

Possibility to do A/B split testing

Compare results to other websites


35







the study so far.












results.

PREPARATIONS

When the Neuro Website Test is

kicked off, Neurons Inc will need 1-

2 weeks to prepare for testing.

The test version of the website

must be delivered no later than 5

days prior to the data collection

kick-off.




Study Setup For Neuro Website Test




each individual.

23 minutes

In the Neuro Website Test, we test the

website in a free browse as well as forcing

participants to do different tasks based on

the client needs.




30 minutes






2 minutes


survey where we measure usability and

liking of the website.





5 minutes


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Setup and CalibrationWebsite UX Tested in a

Natural and Forced Exposure Distraction Task Post Survey

Prices for Neuro Website Test

Start up price for testing one

website*

16,500 euroPrice per website**

2,500 euro*Excluding travel/accomodation and recruitment/facilities.

**Maximum of 3 websites can be tested in the same test


preferred market.

The Neuro Website Test is equally suited for testing user

experience of a website or shopping experience of an E-

commerce.

Minimum sample: 30 participants

38

Neuro Product Test

39

Understand How Your Products Are Perceived

Consumers' perception of a product is generated by different

cognitive and emotional responses - from seeing the product

for the first time to actual usage.

By applying eye-tracking and EEG scanning, we can assess and

understand the emotional and cognitive journey of your

product.

This allows you to gain insights exactly when your product has a

positive or negative impact on the consumer.

Understand the emotional consumer

journey

Assess subconscious responses second by

second

Optimize package design

Test product perception through the (five)

senses

Understand the differences between products



40







the study so far.










products tested and


results.

PREPARATIONS

When the Neuro Product Test is



The product must be delivered no

later than 5 days prior to the data

collection kick-off.




Study Setup For Neuro Product Test




each individual.

23 minutes

In the Neuro Product Test, we test the

emotional consumer journey of the product.




30 minutes






2 minutes


survey where we measure stated liking and

product interest.





5 minutes


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Setup and Calibration Product Journey Distraction Task Post Survey

Prices for Neuro Product Test

Startup cost for Neuro Product Test*

17,500 €Price per product

3.000 €

The Neuro Product Test is global and can be tested in any

preferred market.


*Excluding travel/accomodation and recruitment/facilities.

Report in your hands 2 weeks after fieldwork

43

Neuro Retail Test

44

Understand How Your Store Environment Is Perceived

In-store purchase behavior is largely affected by unconscious processes

like mood, level of stress, time pressure, etc. as well as environmental

factors such as background music, signage store displays etc.

Using eye-tracking and EEG scanning, we can understand how these

unconscious responses drives attention as well as identify different

cognitive and emotional responses generated along the shopping

experience.

Get insights in to how you can improve the consumer experience in

your stores, and optimize the context to nudge people into buying what

they want.

Mood map consumer experience

Test in-store signage and navigation

Explore effects of in-store promotion

Optimize shelf design

Possibility to do A/B split testing



45







the study so far.












results.

PREPARATIONS

When the Neuro Retail Test is



Decision of the test location must

be delivered no lather than two

weeks prior to fieldwork.

1-2 weeks 5 days 7 days 1-2 weeks


TURNAROUND: 3-4 weeks from fieldwork kick-off

Study Setup For Neuro Retail Test




each individual.

23 minutes

In the Neuro Retail Test, we typically test

store environment in a free browse as well

as forcing participants through a set of tasks

depending on the client’s needs.

During the whole experience, we get

attentional, cognitive and emotional brain

responses from eye-tracking and EEG brain

scanning.

30-90 minutes






2 minutes


survey where we measure participants’stated experience of the store environment.





5 minutes

TOTAL DURATION: 60-120 Minutes

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Setup and Calibration Test of Store Environment Distraction Task Post Survey

Prices for Neuro Retail Test

Startup cost for Neuro Retail Test*

22,500 euro

The Neuro Retail Test is global and can be tested in any

preferred market.


*Excluding travel/accomodation and recruitment/facilities.

Report in your hands 2 weeks after fieldwork

APPENDIX

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Recruitment Methods

In recruitment of study participants, Neurons Inc closely

collaborate with Ipsos Global at the highest level. For individual

study locations, local recruitment companies with profound

understanding of local segmentation are employed. Here, local

panels are likewise utilized. All study locations will have

adequate testing facilities with viewing rooms for the client to

attend.

• Is over the age of 18.

• Is right handed or ambidextrous (not left handed).

• Is not currently taking any strong medications that may affect the central

nervous system, such as sleeping pills, anti-anxiety or anti-depressive

medication, or muscle relaxers.

• Is not suffering from any eye alignments, such as retina damage, cataracts

or a lazy eye.

• Is not currently suffering from any illness such as a cold or allergies.

• Do not suffer from, has any suspicion of, or a family history of neurological

or psychiatric disorders such as epilepsy, dementia, stroke, serious head

injury, anxiety, depression, psychosis or similar psychiatric illness.

In addition, we instruct participants not to:

• Employ heavy doses of hair treatments such as gels, sprays etc.

• Consume caffeine rich drinks (coffee, cola, tea) at least 3 hours prior to the

study.

• Consume alcohol at least 6 hours prior to the study.

To qualify for neurological and eye-tracking testing conducted

by Neurons Inc, a participant must be eligible to pass the

following exclusion criteria:

What is the Added Value of Neuroscience?

50

Bestselling

textbook by Dr.

Ramsøy

Compendium of

key academic

papers

Neuroscience has long provided added value to studies in

psychology, and more recently in economics and marketing, using

terms such as “neuroeconomics” and “neuromarketing”.

Studies have consistently provided demonstrated how unconscious

brain responses precede and drive choice, while conscious liking

occurs at a later, non-causal point. Such studies include:

Knutson (2007) demonstrated how unconscious brain responses

predicted subsequent consumer choice.

Ravaja (2015) demonstrated how the EEG based motivation

response predicts consumer choice.

In our own studies, we have reported how the early EEG

motivation score predicts both consumers’ willingness to pay as

well as in-store purchase, also presented at recent conferences.

More generally, this falls into a longer tradition of studies that

demonstrate how unconscious brain responses drive choice.

http://goo.gl/pypHFx

http://goo.gl/ROnBgy

https://goo.gl/dOjNa8

https://goo.gl/xaKkFo

https://goo.gl/JRJ9Fa

http://goo.gl/Iwf14

Ensuring Validity, Reliability & Predictive Power

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RESOLUTION: Neuroscience data provide an unparalleled access to

common human responses – it taps into common emotional and

cognitive responses with a millisecond to second accuracy.

STATISTICAL POWER: For each participant we collect eye-tracking data

(50 Hz) from both eyes, and 9 channel EEG (256 Hz), which together

provide 18,000 and 8,100,000 raw data points per person for a typical 30

minutes run. Thus, the data for each individual is highly reliable and

provides a very high statistical power.

RELIABILITY: The measures are highly reliable. We have published results

Suurmets et al (2014) that a sample size of 30 in neuroscience is highly

reliable and that error rates only change incrementally from N=30 to

N=60. This supports the vast majority of neuroscience studies being done

on sample sizes around N=30.

PREDICTIVE POWER: Neuroscience measures predict cultural behaviors.

For example, Dmochowski et al (2015) reported that coherency in brain

responses in only 16 participants to TV drama and ads accurately

predicted Nielsen ratings and Twitter feeds. Berns and Moore (2011)

found that brain responses to novel music accurately predicted the

success rate of the music after 2 years (while self reported preference did

not).

A whole branch in neuropsychology now focuses on how coherent brain

responses in a smaller sample predicts cultural responses. Here, it is

theorized that these coherent responses are indicative of deeper

emotional and cognitive responses shared by all humans.

Dmochowski et al (2015)

Experimental method for heat map extraction and Kullback-Leibler

divergence analysis of sample size error rates. At step 3 (sample N=30)

error rates were minimal, while additional sample size increases did not

lead to significant improvements in error rates.

Dmochowski et al demonstrated how brain responses in a

small sample could predict cultural effects, as demonstrated

on Nielsen ratings and Twitter feeds.

Collecting & Storing Biometric Data

Neurons Inc deals with large quantities of personally relevant data, ranging from self-reports to biometric data. In doing so, and as Neurons Inc are registered under the law of Denmark. Under such laws, Neurons follows the rules and laws of the Danish Data Protection Agency (link).

Neurons’ data protection policy also follows the European Union law of the General Data Protection Regulation (link), as well as the ethical regulations imposed by the Neuromarketing Science and Business Association, Article 6 (link).

As Neurons is in part a spin-off from the Copenhagen University Hospital (CUH), its very foundation has been based on the strict personal data protection employed by research organizations such as the CUH. The work by Neurons employs the same strict rules and work with data protection.

Neurons protects personal data in the following ways:• Each person’s biometric data, surveys responses and other types of data are given a specific log number. This log number is used

as a unique identifier for matching responses across different data types.• These data are anonymized and only contains the log number as the unique identifier.• No personally relevant data can be extracted from the log number.• The link between log number and personal data (name/initials, age, gender etc.) are written on a separate physical spreadsheet

during fieldwork and is then only moved and stored locally at Neurons Inc’s office in the same physical form. No digital version is made of the spreadsheet that contains person-related data.

• All technicians and other employees that deal with the data, either in part or whole, have all signed NDAs and other legal documents that ensure that they cannot use or share the data beyond the privilege they are given, without breaking the law.

• Personal Data files are not kept for longer than necessary for the project at hand, and are discarded once the project is finalized.• This approach is considered and employed as the safest way to both being able to deal with personal data, without risking any

possibility of linking personally sensitive data to any third party.

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http://goo.gl/nHMrMl

https://ec.europa.eu/info/law/law-topic/data-protection_en

http://www.nmsba.com/ethics

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www.neuronsinc.com

Contact us:

Dr. Thomas Zoëga Ramsøy

Founder & CEO

[email protected]

Mike Zoëga Storm

Partner & COO

[email protected]

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