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Neuroscience for Product Development

  • October 26, 2022

Is your Product Development stalled because you aren’t sure what your customer will love?

It’s nearly impossible to guess what people love. Traditional product development uses the guess and iterate process doing endless testing that often feels like two steps forward and three steps back. This approach is time consuming and expensive because there is seldom a clear path forward.

Here's why: When testers use your product, they can't identify which part of the experience love or that frustrate them.

It’s not your testers’ fault they can’t give articulate their emotional responses. It’s human nature for people to struggle with communicating how they truly feel about something.

Nobel prize winner Daniel Kahneman(2) showed that people can't describe what they like about something new to them. So, people lie. Not because they mean to - but because the human brain is not able to consciously report our unconscious emotional responses with any accuracy.

You wouldn’t ask your stomach to tell you how’s it’s been digesting lately or ask your liver if it liked that steak last night! And equally so – we cannot expect to consciously understand what our unconscious brains are doing.

You want to really understand what people love about your product? Or the things that frustrate them that you need to change?

You need to measure their brains directly. And, now you can. It’s super easy.

 

How can Lively predict market impact with over 80% accuracy during Product Development?

Lively is the personal neuroscience platform you use as you test your product.

With Lively, powered by the neuromarketing technology of Immersion, you can measure people's brains in real time as they experience your product.

You can observe the exact moments of peak connection or frustration from their unconscious brain. Lively’s objective, predictive, and granular measures give you the superpower of knowing exactly what people love and what falls flat.

And the best part? These measurements have been scientifically proven to predict market impact by over 80%.

With Lively – you will know for certain which parts of your product create a desire to use and purchase it and which parts need to be improved.

 

How do you use Lively to optimize Product Development?

Simple. You measure a specific neurologic state in your audience. At Lively, we call this state Immersion, named for the neurologic state our founders discovered that powers our platform. Immersion induces the audiences' brains to release the attachment neurochemical oxytocin.

Very science-y, we know. But stay with us . . .

"Oxytocin increases perceptions of competence ... and participants are willing to pay more for products through its effect on competence. says published scientific research.1

The release of oxytocin forms a physiologic attachment to your product. In other words, it causes people to fall in love - and pay more for - products and services.

So – when you developing new products, you need to measure what people love to create an extraordinary user experience.

Lively measures immersion in real-time, second-by-second, so you know for sure that your product will dominate the market.

When your users experience immersion – you know for sure your product is a winner.

 

How do you use Lively?

It is so simple. You set up your product test and invite testers to wear a fitness sensor while they participate.

You and your team can log into the Lively platform and watch the data in real-time to understand how the group’sEmployee Turns on wondr. App (7) brains are connecting or pulling back during use.

The real-time data show you the areas to explore more deeply to see exactly why people love or do not love, your new idea or product. And, if you collect eye-tracking data or video, Lively will automatically sync these inputs with Immersion so you can visualize what people's brains are feeling. How cool is that?

At the end of testing, Lively generates a full, downloadable report of the moments of high and low immersion.

You can even tag key moments while they happen to identify unusual uses or odd experiences that impact how testers experience a new product. This is the fastest and most effective way to improve in your product.

With Lively – you have data that definitively explains what makes your product outstanding and what doesn't. This helps you go refine your product so it’s ready for market with zero guesswork.

 

How do you get started?

Want to use Lively in your Product Development to get clear, actionable next steps?

Drop us a note today for a free demo to see how easy it is to use Lively in your testing phase!

 

 

 

Want to stay in touch? Join Lively's Newsletter!

 

1: https://journals.plos.org/plosone/article?id=10.1371/journal.pone.0260589

2: Kahneman, D., & Snell, J. (1992). Predicting a changing taste: Do people know what they will like?. Journal of Behavioral Decision Making, 5(3), 187-200.

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The Science of Immersion

Learn more about how Immersion can predict information recall and audience actions with over 85% accuracy

We have done 20 years of science on this stuff, and know that we identify the exact moments people will remember and even predict if people will change their behavior based on an experience.