Biometric & neuromarketing research
Surveys and focus groups tell you what people say. We measure what their bodies do — neural engagement, visual attention, and physiological arousal — and turn it into decision-grade research for product, interface, and brand.
People are unreliable narrators of their own minds. They rationalize, they please the moderator, they forget the half-second of friction that made them click away. The gap between what a customer tells you and what they actually experience is where good products die and bad campaigns get funded.
"Yeah, the packaging is fine. I'd probably buy it."
Gaze skips the logo. Engagement dips at second 4. Arousal never fires.
No single instrument is the truth. Engagement without attention is noise; attention without arousal is indifference. We capture them together, time-locked to the stimulus, so the whole is greater than the sum of its parts.
Dense-array electroencephalography reads the brain's electrical response as it happens — measuring approach motivation, cognitive load, and moment-to-moment engagement that a person can't report and wouldn't if they could.
Reveals → motivation & memory encodingMillisecond gaze mapping shows exactly where attention lands, in what order, and what gets skipped entirely. The difference between a design that's seen and one that's merely present.
Reveals → what actually gets noticedGalvanic skin response and heart-rate variability register the body's autonomic spikes — the involuntary surge of this matters that precedes any conscious thought and never appears on a questionnaire.
Reveals → emotional intensity & salienceRaw neural and physiological data isn't an insight. Our work is the discipline in between — turning instrument output into research a product, design, or brand team can act on with confidence.
We translate a business decision — this pack vs. that one, where the interface fails, which spot to run — into a testable biometric protocol.
Participants experience the real stimulus while EEG, gaze, and arousal are recorded together, time-locked to the millisecond.
We fuse the three signals into a single response curve and benchmark it against the decision at hand — not against a vanity score.
You receive a clear, defensible recommendation — what to keep, cut, or rebuild — with the evidence underneath it.
Validate concepts and packaging before launch, when 40% of new products still fail.
Find the exact moment attention breaks or cognitive load spikes in a UI or device.
Measure the non-conscious pull of an ad, identity, or message before you spend on media.
nürltec's methods didn't come from a marketing deck. They came from a university neuroscience lab. Our work is grounded in the BrainLab at Kennesaw State University's Michael J. Coles College of Business — peer-reviewed, academically rigorous, and built to hold up under scrutiny.
That's the difference between a vendor running a black box and a research firm that can show its work. We bring the rigor of the lab and the fluency of people who have sat across the table from the C-suite.
Founder and Director of the BrainLab and Associate Professor of Information Systems at KSU's Coles College of Business. The methods behind nürltec were born in her lab.
Published consumer-neuroscience researcher focused on product development and human-interface design — the translator between the signal and the strategy.
Enterprise sales lead and former Study Director at Murray Hill National, Atlanta. Brings the research to the people who decide.
Tell us the decision you're trying to make. We'll tell you how the body would answer it — and design the study to prove it.
hello@nurltec.comB2B biometric & neuromarketing research · product · interface · brand