The only way to access the
consumer decision-making process
What’s fMRI ?
Functional Magnetic Resonance Imaging (fMRI) allows us to observe the entire brain, from cortical areas to deep subcortical nuclei. This technique provides a unique window into regions critically involved in reward processing, reinforcement learning, and action selection, helping us understand the neural mechanisms that underlie human decisions.
Effective access to the deep brain can best be gained through the use of functional Magnetic Resonance Imaging
Millions of data points.
Per product tested.
Captured in real time.
Working through fMRI enables us to capture millions of measurements per participant, with a very high level of statistical confidence. This data can then be transferred to Artificial Intelligence algorithms in order to create predictive success models.
Different techniques,
one goal
fMRI - Contrast Analysis
Contrast analysis in fMRI involves statistically comparing brain responses across conditions (e.g., A vs. B) to identify regions with significantly different hemodynamic activity.
Resting state (RS-fMRI)
RS-fMRI measures spontaneous brain activity at rest, typically before and after a task or stimulation. It enables assessment of intrinsic functional connectivity and long-lasting effects of interventions, allowing testing of various products or conditions outside the MRI
Neurotransmitteur Concentration
By combining fMRI with neurotransmitter concentration maps, we can identify brain regions where spontaneous neural activity correlates with key chemical signals, such as dopamine, serotonin, or GABA. This approach provides valuable insights for cosmetics, helping to link formulations with their potential impact on the brain’s chemical activity and overall user experience
Functional connectivity
Functional connectivity shows which regions interact, the strength and direction of these interactions, and changes in communication efficiency. Mapping these circuits reveals information flow, identifies pathways driving decisions, and measures how interventions strengthen or weaken specific connections, providing actionable insights.
See how it works in action
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Have questions ? Let’s explore how
neuroscience and A.I. can drive your success.