The only way to access the
consumer decision-making processes
What is Functional Magnetic Resonance Imaging (fMRI)?
Millions of data points.
Per product tested.
Captured with high precision.
Functional Magnetic Resonance Imaging (fMRI) allows us to measure activity in the entire brain, from cortex to subcortical structures, thereby providing a window into regions critically involved in reward processing, reinforcement learning, action selection, and decision processes.
With fMRI we capture millions of measurements per participant with high spatial accuracy and a good level of statistical confidence. The acquired data can be fed into advanced AI algorithms to anticipate product success.
Effective access to the deep brain can best be gained through the use of functional magnetic resonance imaging.
Different techniques, one goal
In an fMRI contrast analysis, we compare brain activity across conditions (e.g., a perfume compared to an odorless compound). This allows us to identify brain regions whose activity increases or decreases due to the intervention.
rs-fMRI enables assessment of intrinsic functional brain connectivity and how it is affected by interventions with lingering after-effects. This makes it possible to test products outside the MRI room and evaluate their effects later inside the scanner.
Functional connectivity allows us to measure which brain regions interact, the strengths and directions of their interactions, and how these are modulated under experimental conditions.
By combining fMRI studies with established and validated neurotransmitter concentration maps in the human brain, we are able to correlate regional changes in neural activity with known concentrations of dopamine, serotonin, and GABA. This approach provides valuable insights into the neuropharmacological underpinnings of customers’ preferences for particular odors, tastants, or cosmetics, helping to link product formulations with their impact on the brain’s neurochemistry.
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