Behavioral Science

What is it?

At MOD, we study and unlock the human subconscious decision-making process to grow your brand’s relevance and drive product desire. What does neuroscience have to do with brands? Simple. Everything. Humans are motivated by dreams, passions, needs and desires. To reach people, you must speak to their innate humanity. We explore the human experience by measuring Emotional Data™, a proprietary mix of neurobiological, physiological and behavioral data. With this, wegain insight into the innermost decision-making process, layering the subconscious data with conscious data to provide a highly accurate picture of consumer behavior. Our behavioral science work is in exclusive partnership with the Wharton Neuroscience Initiative.

What is Emotional Data™?

Emotional Data™ is the result of meticulously measuring people's involuntary responses to stimuli. It's MOD's way of enabling companies to explore the human condition, gain insight into the subconscious decision-making process and predict the effectiveness of marketing initiatives. We enhance the human experience by a new means: measuring the human experience itself.
What techniques are used to collect neuro-related data?

There is no "one brain fits all" solution. Every study is different and created specifically to meet your business objective. Some of the tools we use include EEG headsets, biometric technology (i.e., eye-trackers, heart monitor machines) and even stationary fMRI scanners.
Where can I apply behavioral science?

Everywhere. Behavioral science can be used for almost anything, but at MOD, we use it in four ways: for creatives, communication, convenience, and concepts. So, we can test everything from new ideas and brand health to marketing material and pricing. Better yet, we’re finding new and exciting applications for it all the time.
How is behavioral science different from market research?

Market research is limited to self-volunteered data from a human’s conscious mind. But behavioral science observes the true decision-making process that informs the conscious mind. We capture data related to human subconscious, which is so much more accurate in measuring the effectiveness of marketing strategies and initiatives.
How is behavioral science different from market research?

The effectiveness of every tool and technique used for behavioral science is different. So, depending on the measurement tool we’re using, we are 75% to 90% accurate in determining a test subject’s emotional reaction to stimuli.