Multimodal neurophysiological measurement platform for consumer behavior analysis
This platform combines neurophysiological tools like fNIRS, EEG, ECG, GSR, and ET with traditional consumer testing to decode subconscious consumer interactions with products. It aims to bridge the gap between objective and subjective consumer responses.
Overview
The multimodal neurophysiological measurement platform is designed to decode subconscious consumer interactions with products by integrating advanced neurophysiological tools with traditional consumer testing methods. This innovative approach leverages objective data from brain and body signals to provide a comprehensive understanding of consumer behavior, eliminating the blind spots inherent in traditional methods alone. By combining fNIRS, EEG, ECG, GSR, and ET, the platform captures a scientifically complete picture of consumer engagement, cognitive load, and emotional responses.
Technical specifications
Key features:
- Utilizes fNIRS and EEG to monitor brain signals related to pleasure, cognitive load, and purchase decision-making.
- Incorporates ECG, GSR, and ET to measure bodily responses such as heart rate and sweat gland activity, providing insights into unbiased spontaneous consumer reactions.
- Integrates subjective post-application reactions through questionnaires to validate and enrich neurophysiological data.
- Employs a robust setup involving clinical-grade EEG, dual-phalange GSR, and 120Hz wearable eye tracking for comprehensive data acquisition.
Technology readiness level
The technology is currently at TRL 2, indicating that the concept and application have been formulated and initial experimentation has validated the fundamental principles. Future validation steps include bridging subconscious responses with active feedback during real-world product interactions, specifically in whole-body deodorant applications.
About Agency for Science, Technology and Research
ASTAR is Singapore’s national applied research agency, comprising a network of research institutes and shared facilities that drive innovation for the public and private sectors. Co-located campuses at one-north (Biopolis and Fusionopolis) link institutes with corporate R&D, startups, and investors for rapid collaboration. Industry programs provide access to advanced equipment with expert support, alongside multi‑party consortia and initiatives aligned with national priorities. The agency’s work is primarily supported through Singapore’s Research, Innovation & Enterprise programs via the National Research Foundation, with additional industry co‑funding. Commercialization is led by Accelerate, which manages IP, licensing, and venture creation.
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