USING NEUROSCIENCE TO BOOST CREATIVITY
HOW CAN YOU BUILD THE BEST CREATIVE TEAM?
HOW CAN YOU BOOST CREATIVITY IN PEOPLE AND GROUPS?
HOW CAN YOU TEST CUSTOMERS’ RESPONSES TO NOVEL PRODUCTS?
Neurons Inc was born out of academia and Silicon Valley innovation, and ever since, our game has been all about applying neuroscience in novel and unexpected ways. Besides making valid, reliable and valuable solutions for marketing, retail, management and other areas, we have always done regular work on creativity and innovation with Fortune 500 companies.
Today, this has amounted to our NeuroPrototyping™ solution, which is a full turnaround solution for applying neuroscience tools and insights to ensure the best possible product and service, on all counts.
The NeuroPrototyping™ solution has been forged with one of the most successful innovation labs on the planet, the Lowe’s Innovation Labs, and includes:
- Creative selection – Using neuroscience tools to select individuals, build creative teams, and improve creative potential.
- Creative ideation – Putting creativity to use is all about bringing ideas to the table, supporting remote associations and demonstrate their utility. Here, we measure the team’s neural responses during the ideation process, and assess both individual and group neurodynamics to assess emotional and cognitive changes that can optimise the ideation process.
- Prototype pitching – The best ideas from the ideation phase need to be presented internally to managers and leadership. Here, we measure emotional and cognitive responses to the prototype pitch itself, and how different words, sentences, approaches and presenters affect the responses of professional evaluators. This process helps understand and improve the pitching process.
- Consumer responses – When alpha and beta versions are ready, consumers are invited to try the new product and service. Here, we apply neuroscience tools and theory to measure and understand consumers’ responses to the new solution. This allows us to better understand the unconscious drivers of consumers’ responses to innovative products and services. In doing this, we gain crucial insights into elements that are engaging as well as stressful, which can be used to make crucial adjustments to the end solution.
- Marketing & communication – Even when the product is finalised and consumers understand and appreciate its added value, a lot of work still concerns naming and marketing the product. Applied neuroscience allows us to determine the best ways to market and even name the novel product, and how to introduce it to consumers.