Databrain Lab · Applied research
01We measure what people
We measure what people
cannot explain.
Neuromarketing studies in the lab and in the field, with the instrumentation and protocols of the international scientific standard.
The decision happens before the words.
Conscious self-report captures only a fraction of consumer behavior. Most of the response is formed within milliseconds, in attentional and affective circuits that precede verbalization.
That is where Databrain Lab works: in the band of behavior that interviews and focus groups cannot capture.
01 · Instrumentation
Research-grade instrumentation.
Every study combines biometric signals synchronized on a common timeline. Equipment selection follows the standard of international academic research.
Electroencephalography
Neuroelectrics Enobio 8
NeuroelectricsEight channels of cortical electrical activity with millisecond temporal resolution. It records the neural response to the stimulus and makes it possible to quantify sustained attention, cognitive load, emotional valence and the likelihood of long-term memory encoding.
8 channels500 HzWirelessResearch grade
See the equipment 
02 · Measurements
The variables we record.
Six dimensions of the human response, derived from the combination of biometric signals and validated interpretation models.
A1
Visual attention
Scanpath, fixations, dwell time and areas of greatest exposure on the stimulus.
Eye trackingA2
Cognitive load
Mental effort required to process the content. An indicator of clarity and friction.
EEG · PupillometryA3
Emotional arousal
Intensity of the affective response, second by second.
GSRA4
Emotional valence
Direction of the emotion: positive, negative or ambiguous, based on facial microexpressions and EEG.
FEA · EEGA5
Memory encoding
Likelihood of encoding into long-term memory. A predictor of brand recall.
EEGA6
Engagement
Sustained involvement with the stimulus. It combines attention, arousal and valence into a single integrated index.
Multimodal03 · Protocols
Validated protocols. Replicable designs.
Every study is run under a documented procedure that ensures comparability across waves, brands and categories.
01
Study design
Definition of objectives, hypotheses, dependent measures, sample and stimuli. The measurement protocol is selected according to the business question, and hypotheses are pre-registered where applicable.
02
Calibration and recording
Controlled booths in the lab or calibrated logistics in the field. Sensor placement, signal check and synchronized recording of the five biometric signals. Impedance verification, individual eye tracking calibration and an emotional baseline for every participant.
03
Signal processing
Artifact cleaning, temporal alignment, normalization and aggregation. Validated models are applied to the multimodal dataset. Quality control by participant and by stimulus.
04
Reading and interpretation
Comparative analysis against category benchmarks, identification of drivers and barriers, and delivery of actionable recommendations for the marketing team. Executive report, methodological appendix and a debrief session.
04 · Settings
Two settings. The same rigor.
The same instrumentation adapts to the controlled conditions of the lab and to the real consumption context in the field.
Setup · 01
Laboratory
Booths with controlled lighting and sound, individual calibration for each participant, maximum signal precision. Suited to ad creatives, digital packaging, audiovisual content and comparative testing.
- Ads and audiovisual creatives
- Packaging and digital display
- E-commerce and UX
- Controlled A/B testing
Setup · 02
Field
Mobile eye tracking and wearable sensors in the natural context of consumption. It makes it possible to observe the decision in the setting where it actually happens.
- Point of sale and retail
- Public spaces and OOH
- Home and household consumption
- Brand spaces and events
Next step
Let's set up a study.
Methodological design, execution in the lab or in the field, signal processing and executive deliverables for the marketing team.