When Data Isn’t Decision-Ready

The Gap Between Metrics and Meaning

Most tools—surveys, focus groups, analytics, peripheral biometrics—show what, not why. Emotiv Studio fills that gap, making time-aligned brain responses and unbiased truth the cornerstone of your research.

The Investment vs. Reliability Gap Is Real

You’re great at what you do, and you’re confident people will love what you’ve built. But when it’s time to make a go/no-go call, the tools you rely on leave too much to interpretation. That’s where Emotiv Studio steps in—handing you the critical missing piece—scientific validation to your creative instincts.

Run a focus group?

You get tidy quotes, but group dynamics and dominant voices skew what you hear.

Field a big survey?

You get scale, but stated opinions often diverge from real behavior.

Use basic biometrics?

Skin conductance and blood-flow proxies lag the stimulus by seconds, obscuring what triggered the change and when.

By the numbers

In CPG/retail, roughly 75% of launches fail to reach $7.5M in first-year sales, never attaining the levels of adoption necessary to support ongoing production.1

“Bad experiences” cost $3.1T in global consumer spending every year.2

Between 54% and 58% of consumer survey participants indicate that they intend to purchase a product, but do not convert.3

Why Traditional Methods
Fall Short

Focus groups

Prone to groupthink and moderator effects — helpful attitudes, poor behavioral prediction.

Surveys & self-report

Susceptible to recall and social-desirability bias; creates the say-do gap.

Basic biometrics

“Something happened,” but not what triggered it or when—hard to act on.

See detailed comparison

Emotiv Studio fills in the catalytic data these methods omit, bridging the gap between what people say

and how they actually feel.

Emotiv Studio fills in the catalytic data these methods omit, bridging the gap between what people say and how they actually feel.

Real-time consumer insights, powered by neuroscience

Emotiv doesn’t add another vanity metric—it integrates seamlessly into your agency’s decision pipeline. By aligning brain responses to each moment in your content or task, Emotiv Studio converts nonverbal signals into interpretable, validated metrics that you can confidently present and act upon. What you get:

Event-timed measurement. Responses are aligned to each scene, screen, or stimulus, so you know what changed and when.

Moment-by-moment tracking. EEG captures rapid changes in response as they happen, giving you a clear timeline of audience reactions.

Faster insights. Results aggregate in the cloud with EmotivIQ™, so you can iterate in minutes—not weeks.

Bias reduction. Instead of relying on recall or socially desirable answers, you’re measuring nonverbal neural signals as they occur.

What this unlocks for you

Sharper creative calls

See exactly which moments capture attention—or lose it.

Faster iteration

Test, refine, and re-test in a single sprint.

Less wasted spend

Validate ideas before you scale.

Emotionally coherent messaging

Align stories with how people actually feel, not just what they report.

Better predictability

Use neural signals that correlate with real-world outcomes.

Solutions you can depend on

Experiment Builder.

Design studies visually with guidance, randomization, tagging, and previews—no scripting required.

Performance Metrics.

Translate EEG into validated measures like attention, engagement, stress, and excitement—usable across video, audio, images, and interactive tasks.

EmotivIQ™ (AI Insights).

Aggregate results and surface patterns that matter, in minutes—not days.

Participant Management.

Recruit, onboard, track, and manage cohorts in one place.

Advanced Controls.

Event-timed stimuli, signal-quality checks, secure cloud sync, and offline collection with automatic upload.

Where it fits in your workflow

Emotiv Studio completes your existing research stack—it’s designed to plug in where you already gather insights, adding a deeper, neuroscience-powered layer to the process.

Upload your creative or define a task (video, audio, images, prototype flows).

Run your study with a guided setup that ensures a quality EEG signal.

See results in minutes: peaks, dips, attention shifts—moment by moment.

Decide with confidence: compare variants, refine, and ship.

Case Studies:
Value unlocked

Turning cleaning into emotional engagement

Emotiv’s EEG-based insights showed that everyday cleaning can evoke strong positive emotions (e.g., 37% of participants felt better cleaning the toilet than petting puppies; wiping a counter felt 6% better than getting a massage). Clorox used these findings to reframe its Clean Feels Good platform around small, emotionally meaningful moments—improving creative resonance.

Precision matching for better conversions

By pairing EEG with an in-store A/B experience, YSL’s Scent-Sation matched shoppers to fragrances based on subconscious responses; leadership reported 95% of people were matched to the “right” scent—reducing choice overload and streamlining purchase.

Messaging that strengthens connection

Measuring caregiver responses with EEG revealed a 36% uplift in well-being when messages expressed appreciation; the brand emphasized gratitude to boost recall and long-term trust.

Why Emotiv

Validated Science

Backed by 10+ years of EEG research and large-scale datasets.

In-context by design

Measure responses while people engage with real content and experiences.

Built for Teams

Clear dashboards, plain-language metrics, and AI summaries you can share.

Seamless hardware compatibility

Works with Emotiv headsets like Epoc X (14-channel) and MN8 (2-channel) for research-quality signal capture.

From data to decisions

Marketing and product design are about more than clicks or impressions—they’re about connection. Emotiv Studio is the centerpiece of modern consumer insight, revealing how people truly respond so your creative decisions are grounded in evidence, not assumption. With real-time brain data validating every idea, you can pitch, refine, and launch with confidence.

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Sources

1. J. Schneider and J. Hall, “Why most product launches fail,” Apr. 01, 2011. https://hbr.org/2011/04/why-most-product-launches-fail
2. “Bad experiences put $3.1 trillion in annual global consumer spending at risk - Qualtrics,” Qualtrics. https://www.qualtrics.com/news/bad-experiences-put-3-1-trillion-in-annual-global-consumer-spending-at-risk/https://www.qualtrics.com/news/bad-experiences-put-3-1-trillion-in-annual-global-consumer-spending-at-risk/
3. T. Kato, S. Minigeshi, R. Kobayashi, and T. Umeyama, “Relationship between Purchase Intention Response Speed and Purchase Behavior,” International Journal of Japan Association for Management Systems, vol. 17, no. 1, pp. 41–46, Jan. 2025, doi: https://doi.org/10.14790/ijams.17.1_41

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*Disclaimer – EMOTIV products are intended to be used for research applications and personal use only. Our products are not sold as Medical Devices as defined in EU directive 93/42/EEC. Our
products are not designed or intended to be used for diagnosis or treatment of disease.

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When Data Isn’t Decision-Ready

The Investment vs. Reliability Gap Is Real

By the numbers

Why Traditional MethodsFall Short

Real-time consumer insights, powered by neuroscience

What this unlocks for you