CONSUMER NEUROSCIENCE CAPABILITIES

Website testing

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Neuro Website Test

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Understand How Your Website Is Perceived

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Consumers user experience of a website generates a constant stream ofcognitive and emotional responses.

By applying eye-tracking and EEG scanning, we can detect thesesubconscious responses and turn them into useful data.

This allows you to gain insights into how the website is experienced andhow to improve different parts of the website experience.

Through this understanding, we are able to provide clear conclusionsand actionable insights on how to improve different areas of thewebsite.

Understand what your visitors pay attention to

Understand the visual path of users on your website

Avoid information overload

Optimize the shopping experience in E-commerce

Possibility to do A/B split testing

Compare results to other websites

Typical Study Timeline

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FIELDWORK DATA PROCESSING ANALYSIS & REPORT

When everything is set, we run the study during the desired period of time. During the data collection, we continuously update you on

the progress and quality results of the study so far.

Our data pre-processing includes data validation and quality

assessment, marking of phases and Areas of Interest, and the first

steps of data analysis.

The final report is constructed and handed over in the desired format. It contains results of the cognitive and emotional responses to the stimuli used in the project and

recommendations based on the results.

PREPARATIONS

When the Neuro Website Test is kicked off, Neurons Inc will need 1-

2 weeks to prepare for testing. The test version of the website

must be delivered no later than 5 days prior to the data collection

kick-off.

1-2 weeks 2-3 days 7 day 2-3 days

TOTAL DURATION SINGLE SAMPLE: 3-4 weeks from kick-offTURNAROUND: 11-13 days from fieldwork kick-off

Study Setup For Neuro Website Test

Set up of eye-tracking glasses and EEG + 10minutes calibration of equipment. This is toensure that all data are valid and reliable foreach individual.

23 minutes

In the Neuro Website Test, we test thewebsite in a free browse as well as forcingparticipants to do different tasks based onthe client needs.

During this experience, we get attentional,cognitive and emotional brain responsesfrom eye-tracking and EEG brain scanning.

30 minutes

To make sure that working memory iscleared from the participants mind, adistraction task is given to them which canbe different kind of puzzles that need somecognitive processing.

2 minutes

Finally, all participants are given a postsurvey where we measure usability andliking of the website.

Here, we also collect data on theirexperience with the tasks and how theywearing the equipment, to potentially flagthose who have unwanted responses.

5 minutes

TOTAL DURATION: 60 Minutes

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Setup and CalibrationWebsite UX Tested in a

Natural and Forced Exposure Distraction Task Post Survey

Prices for Neuro Website Test

Start up price for testing one website*

16,500 euroPrice per website**

2,500 euro*Excluding travel/accomodation and recruitment/facilities.**Maximum of 3 websites can be tested in the same test

The Neuro Website Test is global and can be tested in any preferred market.

The Neuro Website Test is equally suited for testing user experience of a website or shopping experience of an E-commerce.

Minimum sample: 30 participants

APPENDIX

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What is Neurons Inc?

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Neurons Inc is an applied neuroscience company with global capabilities. We employ the insights and tools from neuroscience to improve business and society.

Neurons Inc is both 1. a spinoff from Copenhagen Business School and Copenhagen University Hospital, and 2. the result of an incubation process with Lowe’s Home Improvement (and Lowe’s Innovation Labs).

A major part of our work is in Silicon Valley, where we are a part of Singularity University, and have established a neuroscience lab at the NASA Ames Research Park.

Our work is based on an open book principle (no boxes or trade secrets), as all our metrics and methods are well documented in the most highly esteemed scientific journals.

We emphasize low cost, fast turnaround, full transparency, and high quality in our work ethics.

Global Academic Affiliations

Why Neurons Inc?

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Neurons Inc started as a strong academically validated company with collaborators from some the largest institutes in the world. Since then, Neurons Inc has been validated through strong commercial collaborations with some of the largest companies in the world.

The company has developed and improved the protocols, standardization and deliverables over 5-6 years through 11000 EEG and eye-tracking sessions.

Neurons Inc has performed some of the largest consumer neuroscience ad studies including• 2 X 1000 participant ad studies divided between TV and social media in the US • 500 participant study with 360 ads on websites in Sweden.

The technology and data management provided by Neurons Inc is like nothing else in the market. The company has developed extremely fast turnaround capabilities with high end EEG and eye-tracking systems.

Neurons Inc has a database of: • More than 500 TV ads to deliver best in class EEG and eye-tracking benchmarks

to the market. • More than 800 digital ads on website and social media• Large database of 11,000 participants with EEG and eye-tracking recordings

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Neurons Inc Global Access

Guatemala City, GuatemalaMumbai, India

Dubai, UAE

Copenhagen, Denmark

HQ

Porto, Portugal

Madrid,

SpainDallas, TX

Stockholm, Sweden

Istanbul, Turkey

Kuala Lumpur,

Malaysia

San Jose, Costa Rica

Sao Paulo, Brazil

Teheran, Iran

Neurons Inc has global capabilities, and we are

permanently expanding our international outreach.

Our mobile solutions allow us to conduct neuroscience studies across all regions of the world!

Lab Facility

Local collaborator

Global Client Examples

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NEUROSCIENCE

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Why Applied Consumer Neuroscience?

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SYSTEM 1 SYSTEM 2

• Fast• Subconscious• Automatic• Everyday decisions• Error prone

• Slow• Conscious• Effortful• Complex decisions• Reliable

Human perception and decision making is biased and heavily influenced by subconscious emotional responses

To account for this, the dual model of consumer choice from the field of behavioral economics makes a distinction between System 1 and System 2 responses

While traditional research methods are good for probing conscious System 2 responses, Neurons Inc have produced reliable and valid tools to probe and understand System 1 responses in a variety of contexts

Millisecond Steps in Consumer Responses

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Consumer Neuroscience Equipment

We use the following tools to obtain reliable NeuroMetric measures of attentional, emotional and cognitive responses:

NeuroimagingABM X-10 EEG (electroencephalography) system to measure brain responses such as Cognitive Load, Motivation and Arousal.

All data are pre-processed, noise corrected, and analyzed using a random effects regression analyses. For each participant, we determine specific phases of interest.

Eye-trackerTo assess visual attention, we use the 50 Hz Tobii Glasses Pro 2 eye-tracking glasses and Tobii X2-30 eye-tracking bar. This provides high-resolution measurement of eye movements, where the participants look, for how long, and the visual path they follow.

For a demonstration of our setup, click here: Neurons Equipment Setup

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Eye-tracking glasses

X-10 EEG system

The NeuroMetrics

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AROUSALWhat is the emotional intensity that customers are experiencing? This is a brain derived score predicting engagement and memory.

VISUAL ATTENTIONWhat are consumers seeing, what’s

their visual path? How much time do they spend looking at your message?

This is extracted from the eye-tracker.

COGNITIVE LOADAre consumers processing the information given? Are they experiencing information overload and stress? This is a brain derived score predicting comprehension and learning.

MOTIVATIONDo customers and users display interest

and desire? Are they motivated to approach or avoid? This is a brain derived

score that is highly predictive of actual preference and choice.

Visual Attention Metrics

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Percentage Seen

Percentage seen denotes the percentage of people who actively

attended to a particular area or object of interest.

The metric helps to highlight what is seen but also missed. Being able to understand people’s attention is

a prerequisite for further neuro-based analysis, and enables

further discussion on top-down and bottom-up attention.

Total Fixation Duration

Total fixation duration (TFD) quantifies the amount of time spent

actively attending to a particular area or object of interest.

Research has shown that time spent attending to an object can be a

measure of preference and interest. As such, longer durations indicate a high level of interest, while shorter

durations suggest that other objects might be more interesting.

Time to first fixation (TTFF) indicates the amount of time that it takes to look at a specific area or object of

interest from stimulus onset.

When comparing areas of interest, TTFF can show you which elements are drawing people’s attention. It

effectively provides a measurement of visual stopping power and

supports in identifying the nature of the attention.

Time To First Fixation

Relative Time Spent

Relative time spent shows the amount of time spent actively

attending to an object as a percentage of the time that the

object was available in the field of view.

When analysing attention towards a stimulus, Relative time spent takes the availability of the stimulus into consideration. This provides a clear

idea of the attention-grabbing power of the object of measure.

NeuroMetrics Explained

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MotivationThe score has a cutoff at 50, in which higher scores denote a positive “approach” motivation and scores below 50 denote a negative “avoidance” motivation.

Cogntive LoadThere is a “sweet spot” between 55 and 75 in which information is processed and learned. Lower scores (<55) are indicative of boredom, and scores >75 indicate stress and information overload.

ArousalIt is generally so that a higher score means stronger emotional engagement. However, Arousal needs to be seen in context with Motivation, as Arousal can be high for both positive and negative events.

Positive emotionNegative emotion

Information overloadBoredom Sweet spot

Emotional engagement

The three different NeuroMetric scores have different ranges for what is to be considered “good” and “bad”. To highlight this, we are showing all graphs by displaying both desirable and unwanted response thresholds.

50

55 75

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Recruitment Methods

In recruitment of study participants, Neurons Inc closelycollaborate with Ipsos Global at the highest level. For individualstudy locations, local recruitment companies with profoundunderstanding of local segmentation are employed. Here, localpanels are likewise utilized. All study locations will haveadequate testing facilities with viewing rooms for the client toattend.

• Is over the age of 18.

• Is right handed or ambidextrous (not left handed).

• Is not currently taking any strong medications that may affect the central nervous system, such as sleeping pills, anti-anxiety or anti-depressive medication, or muscle relaxers.

• Is not suffering from any eye alignments, such as retina damage, cataracts or a lazy eye.

• Is not currently suffering from any illness such as a cold or allergies.

• Do not suffer from, has any suspicion of, or a family history of neurological or psychiatric disorders such as epilepsy, dementia, stroke, serious head injury, anxiety, depression, psychosis or similar psychiatric illness.

In addition, we instruct participants not to:

• Employ heavy doses of hair treatments such as gels, sprays etc.

• Consume caffeine rich drinks (coffee, cola, tea) at least 3 hours prior to the study.

• Consume alcohol at least 6 hours prior to the study.

To qualify for neurological and eye-tracking testing conducted by Neurons Inc, a participant must be eligible to pass the following exclusion criteria:

What is the Added Value of Neuroscience?

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Bestselling textbook by Dr.

Ramsøy

Compendium of key academic

papers

Neuroscience has long provided added value to studies in psychology, and more recently in economics and marketing, using terms such as “neuroeconomics” and “neuromarketing”.

Studies have consistently provided demonstrated how unconscious brain responses precede and drive choice, while conscious liking occurs at a later, non-causal point. Such studies include:

Knutson (2007) demonstrated how unconscious brain responses predicted subsequent consumer choice.

Ravaja (2015) demonstrated how the EEG based motivation response predicts consumer choice.

In our own studies, we have reported how the early EEG motivation score predicts both consumers’ willingness to pay as well as in-store purchase, also presented at recent conferences.

More generally, this falls into a longer tradition of studies that demonstrate how unconscious brain responses drive choice.

Ensuring Validity, Reliability & Predictive Power

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RESOLUTION: Neuroscience data provide an unparalleled access to common human responses – it taps into common emotional and cognitive responses with a millisecond to second accuracy.

STATISTICAL POWER: For each participant we collect eye-tracking data (50 Hz) from both eyes, and 9 channel EEG (256 Hz), which together provide 18,000 and 8,100,000 raw data points per person for a typical 30 minutes run. Thus, the data for each individual is highly reliable and provides a very high statistical power.

RELIABILITY: The measures are highly reliable. We have published results Suurmets et al (2014) that a sample size of 30 in neuroscience is highly reliable and that error rates only change incrementally from N=30 to N=60. This supports the vast majority of neuroscience studies being done on sample sizes around N=30.

PREDICTIVE POWER: Neuroscience measures predict cultural behaviors. For example, Dmochowski et al (2015) reported that coherency in brain responses in only 16 participants to TV drama and ads accurately predicted Nielsen ratings and Twitter feeds. Berns and Moore (2011) found that brain responses to novel music accurately predicted the success rate of the music after 2 years (while self reported preference did not).

A whole branch in neuropsychology now focuses on how coherent brain responses in a smaller sample predicts cultural responses. Here, it is theorized that these coherent responses are indicative of deeper emotional and cognitive responses shared by all humans.

Dmochowski et al (2015)

Experimental method for heat map extraction and Kullback-Leiblerdivergence analysis of sample size error rates. At step 3 (sample N=30) error rates were minimal, while additional sample size increases did not lead to significant improvements in error rates.

Dmochowski et al demonstrated how brain responses in a small sample could predict cultural effects, as demonstrated on Nielsen ratings and Twitter feeds.

Collecting & Storing Biometric DataNeurons Inc deals with large quantities of personally relevant data, ranging from self-reports to biometric data. In doing so, and as Neurons Inc are registered under the law of Denmark. Under such laws, Neurons follows the rules and laws of the Danish Data Protection Agency (link).

Neurons’ data protection policy also follows the European Union law of the General Data Protection Regulation (link), as well as the ethical regulations imposed by the Neuromarketing Science and Business Association, Article 6 (link).

As Neurons is in part a spin-off from the Copenhagen University Hospital (CUH), its very foundation has been based on the strict personal data protection employed by research organizations such as the CUH. The work by Neurons employs the same strict rules and work with data protection.

Neurons protects personal data in the following ways:• Each person’s biometric data, surveys responses and other types of data are given a specific log number. This log number is used

as a unique identifier for matching responses across different data types.• These data are anonymized and only contains the log number as the unique identifier.• No personally relevant data can be extracted from the log number.• The link between log number and personal data (name/initials, age, gender etc.) are written on a separate physical spreadsheet

during fieldwork and is then only moved and stored locally at Neurons Inc’s office in the same physical form. No digital version is made of the spreadsheet that contains person-related data.

• All technicians and other employees that deal with the data, either in part or whole, have all signed NDAs and other legal documents that ensure that they cannot use or share the data beyond the privilege they are given, without breaking the law.

• Personal Data files are not kept for longer than necessary for the project at hand, and are discarded once the project is finalized.• This approach is considered and employed as the safest way to both being able to deal with personal data, without risking any

possibility of linking personally sensitive data to any third party.

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www.neuronsinc.com

Contact us:

Dr. Thomas Zoëga RamsøyFounder & CEOThomas@neuronsinc.com

Mike Zoëga StormPartner & COOMike@neuronsinc.com