Here are some articles mentioned throughout the website that you might be interested in reading. Just click on the article title to get it emailed to you immediately.

Consumer Insights from Preconscious Processes
Prospective clients often ask us "what can you tell me that I can't learn from standard measures like surveys and interviews?" This white paper describes some of our recent research and over a dozen peer-reviewed articles that reveal fresh consumer insights from the cognitive and emotional processes that precede conscious awareness and decisions. Required reading for any consumer behavior or marketing researcher.

Neuroscience Measurement Techniques for Consumer Research
An overview of the many ways of measuring what's going on in the brain.  Explains why some of these approaches are very promising for consumer and marketing research, but others are not.

Ethical Neuro-Research
Working with neuroscience-based research firms is new for most marketers and product developers.  This document provides a simple due diligence checklist you can use for comparing companies like Lucid that are offering these kinds of services. You'll find that not all vendors are built alike.

The Costs of Negative Political Advertising
A summary of the findings and science behind our recent study of hope and fear in political advertising. See how attention and emotional response toward the candidates are affected by hope- and fear-oriented messages. The results turn some long-held beliefs on their head.

Behind the Scenes with Good Morning America
In January 2008, we were invited by ABC News to go to New Hampshire to measure voters' implicit reactions to the Presidential candidates prior to that state's big primary. The study and Lucid were profiled on Good Morning America the day before the election. This "backgrounder" provides a behind-the-scenes look at the what we found and how we found it, including a few choice details that didn't make it into the GMA piece. Read the backgrounder and watch the GMA segment, and we think you will see that we captured some of the emotional movement toward Hillary Clinton in the last days before the primary that all the public opinion polls missed.