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May 29, 2020

What is an Implicit Association Test (IAT)?

We are all somewhat biased due to our past experiences and the upbringing and education we have been given. It remains more or less unconscious in our minds, defining our beliefs, influencing our attitudes, and shaping our behavior. It is the reason why we associate the color black with elegance and red with passion. However, it is also the reason why technology is still more associated with boys than girls, or why, in part, we still suffer from racism.

May 27, 2020

All about Indoor Positioning Systems (IPS)

Geolocalization is key to multiple applications and services. Indoor Positioning Systems (IPS) are key to extend these services indoors where GPS systems are not reliable. IPS are integrated and can be deployed in homes and buildings, and can interact with smart devices to provide them with spatial context. In this post we will explain how IPS work, what types of IPS technology exist, its features and its main applications to track people, from hospitals to market research.

May 5, 2020

This Is How Eye Tracking Technology Works

Eye tracking has become an invaluable tool for understanding attention, visual behavior and human behavior in a number of diverse fields, from psychology, neurophysiology, user experience, market research, etc. The technology can also be used for medical analysis and screening, and it provides a new method of interaction. Historically, eye tracking systems were invasive and immobile, and therefore useful only in very limited experiments.

eye that is being recorded by an eye trracking technology

April 10, 2020

Introduction to Implicit Bias Tests: IAT and Priming implicit tests

Implicit measures became very popular years ago by the academics, and many researchers employed them to analyze biases in racial groups, gender, sexuality, age, and religion, as well as to assess self-esteem in clinical psychology. Today, other applications in market research have emerged to gather information on implicit preferences of products, brands, politicians, and celebrities, and to reveal which attributes are more inherently associated with these concepts.

a participant performing an implicit bias test

May 2, 2019

20+ popular heuristics and cognitive biases

We believe that reality is exactly what we perceive but really, this is just an illusion of our own brain. This happens because our brain takes shortcuts to interpret information and adapt to our surroundings: heuristics on which the brain relies to understand the reality perceived, but… can we always trust our brain when it utilizes these resources?

glasses of a person who sees reality in a distorted way because of cognitive biases

April 8, 2019

The 7 most common neuromarketing research techniques and tools

Neuromarketing is a new discipline that complements marketing research and makes use of scientific laboratories and techniques such as brain imaging (with EEG), implicit response tests, eye-tracking and facial coding, to name a few. Do you know all the existing techniques, their advantages, and limitations?

Person who has a neuromarketing study with neuromarketing techniques such as eeg, eye tracking, gsr and ecg in a supermarket