Deep Insights

Neurosensum brings deeper insights on market research with technology.

- Ardian Wibisono

Market research plays a critical role in helping corporations make business decisions. Yet all this time the methods have basically remained unchanged, marked by few shifts from its original form. The conventional norm today is that with paper and pencil or with the help of internet surveys, respondents are asked to share their opinion on certain products or concepts – this is called claim-based survey.

The problem is that conventional surveys tell little and often reveal inaccurate insight of a consumer’s mind and attention, as answers are given in a conscious thinking mode. In reality, research has shown it is emotion in subconscious level that is actually making the decision.

“With conventional surveys, we ask people whether they like a product or not, or how it tastes. But what happens in Asian societies is that when people give you very nice answers, they actually meant the opposite. This is where neuroscience comes in with tools like brain mapping, eye tracking, and virtual reality (VR) technology to better understand what consumers really perceive,” says Rajiv Lamba, the managing director of PT Neurosensum Technology International.

Neurosensum is a company offering neuroscience-based market research. It started the business a year ago in Singapore but five months ago decided to grow in Indonesia, where the market is big and only few competitors offering similar technology and insights exist.

Rajiv himself is a veteran in the industry; he was among the top investors in research company Cadence Indonesia and once worked as director at Nielsen Indonesia.