HCD Awarded U.S. Patent for Applied Neuroscience Mood Mapping

The webinar will be hosted on October 30th at 12pm EST. Please click the following link to register:

HCD Research is excited to announce that we will be hosting a webinar, entitled “Mood Mapping for Brand Harmony,” to discuss the thought process around developing our recently patented mood mapping methodology, which is a neuroscientific approach to mapping mood and marketability of consumer products and communications.

The most powerful competitive advantage a brand has is its unique personality, setting it apart from competitors and distinguishing products to consumers. Understanding the synergistic perceptions of your brand AND your products can provide for better business decision making when it comes to both product design and messaging. But marketing and R&D teams often work in silos, contributing to a high failure rate of new market introductions, despite initial successful testing with traditional consumer research. A mismatch between product experience and brand expectations can lead to challenges to product acceptability and liking, begging the development of new approaches and methodologies that can offer more insightful consumer understanding of synergistic effects.

“This patent allows us to help clients ensure that their products meet their promises,” said Glenn Kessler, president at HCD Research, describing how mood mapping technology can help both marketers and product developers create cohesive marketing and product campaigns to ensure market success. “The large majority of new product introductions fail in market. Mood mapping technology helps to clearly demonstrate the consumer emotional experience for both communications and products. Creating a cohesive emotional impact in both the product experience and the communication increases market success and consumer delight,” said Michelle Niedziela, PhD, VP of Research & Innovation at HCD Research.

Dr. Michelle Niedziela, who was integral to the development of the Mood Map, will be discussing the ideas surrounding brand harmony and why we developed a methodology to better understand the synergistic effects of brand and product experience.

We hope to have you join!
The HCD Team