Neuralya sets itself apart by collecting multiple biometric information through commercial mobile and wearable technologies in order to determine conscious and unconscious reactions to brands, using disparate data streams from multiple sources to provide insights into implicit and autonomic drivers of consumer purchase behaviour.
Founder and chief executive officer Gianmarco Troia feels that, in order to properly exploit Neuralya’s insights, marketers need to collect user-level information across channels and devices, creating their own database of insights.
“This will be a critical resource to define the future strategies and understand the trends in the customers’ preferences and behaviours,” he adds, encouraging marketers to combine his company’s neuroinsights with traditional marketing techniques to provide a clear image of the target market.
Troia feels the future of the field lies in the development of emotionally reactive new sensors and predictive models, with plans to extend Neuralya’s suite in real time in-store data collection.
― Gianmarco Troìa, CEO, Qwince.
