Direct Media launches neurotech-based research arm Direct NEURO

Direct Media United Solutions

New market research brand Direct NEURO is backed by an experienced team of neuroscientists with world-class references and numerous studies. Using state-of-the-art neurotechnology together with data processing and brand communication experts at DIRECT MEDIA United Solutions they will be delving into consumers’ unconscious responses to messages communicated through advertisements, commercials, and content on social media. The technology is vastly applied in  besides marketing in the field of human resources.

“When it comes to making decisions of any kind, the most important thing is to have solid insights that are rooted in the most relevant data available, rather than generalizations. Direct NEURO’s research efforts will center on marketing and HR, allowing us to obtain in-depth, authentic insight into consumers’ reactions to messages communicated by their favorite brands, as well as employees’ reactions to certain workplace situations. In turn, this will get us to conclusions that will lead to better solutions and business improvements,” says Milica Marković, Corporate Communications Manager at DIRECT MEDIA United Solutions.

Direct NEURO conducts research using the most cutting-edge technology and  in contrast to existing market research prefixed with neuro  employs advanced equipment for eye tracking, EEG (electroencephalography, or monitoring brainwaves), GSR (galvanic skin response, or monitoring changes in sweat gland activity), as well as facial and vocal analysis.

Combining neurotech and traditional research methods results in around 90% accuracy, as opposed to using only traditional research methods that yield up to 30% accuracy, according to Nielsen, the biggest data analytics and market research company in the world.

“Traditional marketing research techniques are no longer sufficing for us to fully understand consumers. For this reason, the time is now to use everything that science and technology have to offer today  meaning neuro research, which is globally recognized as a major trend for the foreseeable future.  We will use Direct NEURO to obtain relevant consumer data, not only in working with our partners in Serbia and the region, but with any brand interested in testing their communication messages. We are always looking for new ways to understand the target audience as thoroughly and precisely as possible, and neuro research enables just that,” said Ljubica Vukčević, Head of Data Analytics & Insights at DIRECT MEDIA United Solutions.

Direct NEURO team completed its first local neuro study on the effect of social media on the user’s brain, the findings of which will soon be shared with the public.