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Isobar Introduces MindSight Direct a New Emotional Marketing Measuring Tool

Posted April 19, 2017

Isobar has launched MindSight Direct, the latest product from Isobar that combines the power of MindSight with the speed and efficiency clients are seeking.

MindSight targets emotions that matter: motivational emotions. Motivations fuel the choices we make, the actions we take and just about everything else. By accessing the emotional brain with MindSight Direct, Isobar hopes to create marketing data insights that avoid the “can’t say/won’t say” phenomena, the release explained.

Jessica Azoulay, Vice President at Isobar told DIVERGE:

“Emotions are at the root of behavior – they fuel the choices we make, the actions we take and just about everything else.  Therefore it’s critical for brands to do everything possible to ensure consumer interactions and experiences generate positive emotions.

Sounds easy, right? Unfortunately, it’s not so easy — emotions are deep-seeded and often difficult to decode and detect.  Over the past 6 years, Isobar has used MindSight®, their proprietary applied neuroscience product, to help top brands design better customer experiences and develop stronger consumer connections.

Our new MindSight Direct platform delivers the same emotional insights but now at the speed and cost to make the timely decisions needed to transform brands at today’s pace.”

The “self-service” MindSight Direct platform provides brands with the opportunity to create and run their own research studies. In 2010, Isobar introduced MindSight, a method for measuring motivational emotions based on an explicit theory (a peer-reviewed unified model of human motivation) and an extensively validated empirical method (an image-based technique borrowed from applied neuroscience).

The tool also madkes it possible to reliably measure the degree and type of motivation elicited by brands and branded communications, and in the language of marketing.