Neuroscientists believe that 95% of our choices originate from subconscious brain activities (Zaltman, 2003) and that man’s emotional mind decides before his cognitive area.

The connection between emotional and cognitive mind is the basis of our reactions to external stimulus and of our learning/behavior. These reactions generate neurovegetative responses such as skin conductance, variations in heart and respiratory rate, sweating, paleness, redness etc . which are completely unconscious and automatic. The emotional mind activates before the cognitive one and uses these data to stimulate the physical reactions that lead each individual to act.

So if it is true what Battisti and Mogol write in a well-known song “Understanding you can’t. You call them if you want emotions” it is also true, however, that today technology offers us advanced technological devices capable of measuring the neurovegetative reactions recorded during an user experience.

This was our challenge. Can we know the emotions even before they have been filtered by the cognitive mind? Can we get to grasp the moments in which our unconscious responds to what is happening around us? And again, can we have parameters that “measure” the emotional impact of a stimulus? Neuralya is all of this.

Neuralya analyzes the emotions of consumers while they watch an advertising spot, listen to a gingle, browse a website, display an exhibitor in a store or a painting in an art gallery and also thanks to a simple and intuitive dashboard offers insights for analyze consumer behavior in places where any experience is lived.

Neuralya is a wonderful and fascinating journey within modern technologies with the aim of analyzing and “measuring” our emotions in order to understand if they are consistent with the marketing policies adopted by companies.

“Consumer don’t think how they feel. They don’t say what they think and they don’t do what they say.” (David Ogilvy)