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My name is Aoife McGuinness and I'm a
neuroscience consultant for HeyHuman.

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HeyHuman is a behavioral communications
agency focused on social, content,

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digital and experiential.

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So we help brands grow by
thinking differently about people,

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brands and marketing.

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I head up our neuroscience research lab
here and help brands develop strategies

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using kind of a neuroscience perspective.

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People are overloaded in
social and digital content
and the brands that win

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tap into these new relationships,

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focus on people's behaviors and
use neuroscience to make content

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that is easy to process.

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I think what people say and what people
do are often not the same and I think we

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recognize the importance of kind of
tapping into this kind of unconscious

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responses to get real insight that's
going to deliver effective results.

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Often the metrics currently used in
advertising are outdated and not aligned

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with actually have people really engage
with content and we find that by using

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these neuroscience approach we can
develop ways to understand how people are

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really engaging with our content,
understanding if they're remembering it,

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if it's too cognitively overloading
and how are their responses to it.

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Our approach with biosensors is
we focus on EEG and eye tracking,

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mostly across kind of advertising,

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but that can extend into UX
testing, or even kind of,

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when it comes to concept development.

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We are really interested in
how neuroscience can help
us develop some strategic

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ideas. So often if we have
a hunch about something,

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if we're trying to kind of work through
maybe different hypotheses on kind of

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our audience, neuroscience helps us
answer some questions in relation to that.

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Through the use of EEG and eye tracking,
we can get more nuanced insights.

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We can help to create more effective
content that essentially just engages

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people in a more effective way.

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So what I really like about iMotions
is the 24-7 customer support.

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So there's always someone on hand
to help any problem we may have.

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So that's really important for us.

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Also the opportunity to combine various
sensors is really useful because it

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allows us to do our studies a lot more
quicker and a lot more effectively and

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with high quality results.

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So I think the future for
biometric testing is very bright.

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I think that across various
different industries and markets,

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people are recognizing the power of
tapping into the subconscious and the

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ability to get millisecond accuracy
precision on the type of stuff you're

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testing, rather than kind
of asking people afterwards.

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So I think that it's going
to extend across many more
disciplines into the arts,

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into more commercial
settings, and extending

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its capability across
more academic fields,

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not just neuroscience and
psychology.