Discover in our interview the characteristics and functioning of Neuralya, one of the most sophisticated systems for analyzing user behavior on websites!
When we want something to appear, there is a rainbow of emotions behind each of our purchases. Companies are interested to the factors that determine purchase decisions.
Neuralya is a company that has created a platform for analyzing user behavior on websites. The characteristic of Neuralya is that it uses data from different sources.
The Neuralya platform has been identified by the technology consultancy Gartner as one of the five innovations to pay close attention to, especially in the market research sector. The tool allows you to do very in-depth marketing research, because it makes use of data collected by different non-invasive biometric devices.
Neuralya is a startup based in London but with an all-Italian team. Neuralya uses the principles of neuromarketing through wearable technologies, which measure rational and emotional reactions to products and provide a strategy that helps to understand how a brand can grow its business.
In this interview we will talk us about neuromarketing, technologies, innovation and more. Read now!
Questions for Neuralya
- Hi, thanks for taking some time off your schedule for this interview. Could you briefly explain to us which services you offer and what your business model is?
- How did your idea to create Neuralya come up?
- How did you come up with the idea of combining marketing and innovation professionals? Would you please explain to us how this combination works?
- Your final goal is to deeply understand customers’ desires: how do you achieve this objective?
- Your work is to gather a lot of users’ data in order to understand consumer’s behaviour: how does your company deal with it considering the large amount of laws concerning privacy protection worldwide?
- How is the relationship between Neuralya and innovative technologies?
- After a consumer analysis, you help your customer develop an effective strategy: how does this process happen?
- Neuroscience is constantly evolving: how did it change over the years?
- What kind of customers are you trying to reach?
- Which is the future of Neuralya? What are the next main plans and projects?
#1. Hi, thanks for taking some time off your schedule for this interview. Could you briefly explain to us which services you offer and what your business model is?
Thank you for having me! Here is what people at Neuralya do: by using emerging technologies and by applying neuroscience, artificial intelligence and behavioural analysis principles applied to marketing, we measure people’s behaviours and reactions to products.
This means that we analyze and collect customer reactions in real time. We offer different Software-as-a-Service (SaaS) solutions, depending on the objectives of our Customers.
#2. How did your idea to create Neuralya come up?
Neuralya was born from an intuition of Gianmarco Troia, the CEO of Qwince, and his team. Gianmarco has a long experience in the healthcare / pharmaceutical industry and with his company keeps designing and implementing innovative solutions.
One of Qwince’s main activities concerns the testing of emerging technologies, mostly applied to healthcare. In 2014, during an event in London showing the latest innovations “Made in the UK”, Gianmarco had the opportunity to try a new helmet able to detect brain waves.
This technology tested stress levels and it was extraordinarily fascinating to see how the brain reacted unconsciously to sounds and other stimuli.
This event was the opportunity to progressively approach neuromarketing with the aim of helping customers understand if their communication strategy was effective, but especially to make sure that visitors to their stores or websites or simply their target audience could become loyal consumers.
Then Neuralya was born. This platform collects the physiological reactions of users in real time, interprets and analyzes these signals by applying neuroscience methodologies and algorithms.
#3. How did you come up with the idea of combining marketing and innovation professionals? Would you please explain to us how this combination works?
We firmly believe that customer’s decisions are unconsciously made. All rational reasons come after emotions, which are the real engine of every purchasing habit.
Neuromarketing techniques (the application of neuroscience to marketing) require extremely precise technologies in order to acquire biometric data.
We have always dealt with digital innovation and its integration with modern artificial intelligence algorithms, so it made the transition to the world of neuromarketing natural and immediate.
Fascinated by the opportunities of predictive analysis in favor of our customer and its consumer, we decided to invest in neuromarketing and Neuralya was born from this idea.
#4. Your final goal is to deeply understand customers’ desires: how do you achieve this objective?
Consumers’ behaviors are analysed, so that we can have a better understanding of their desires.
Neuralya platform detects data that, once analyzed and processed, allow our neuromarketers to predict some trends in people’s behaviors.
This allows us to focus on the invisible and reconnect and reduce the gap of relevance between brand and customer.
#5. Your work is to gather a lot of users’ data in order to understand consumer’s behaviour: how does your company deal with it considering the large amount of laws concerning privacy protection worldwide?
Consumers are fully informed about the studies they’re taking part of and data collected and everything complies with the GDPR. All data collected remains anonymous. Sensitive data won’t be stored in the cloud or on hard memory systems. All surveys are for statistical purposes only.
#6. How is the relationship between Neuralya and innovative technologies?
During our analysis all the collected data are made by innovative technologies, so the relationship is necessary.
#7. After a consumer analysis, you help your customer develop an effective strategy: how does this process happen?
The neuromarketing analysis takes place through well defined steps. One of the last steps is the interpretation and processing of data.
Considering the emotional aspects and/or prejudice and bias that influence behavior and decision-making, our neuromarketers are now able to understand and synthesize the data, evaluating the result, positive or negative, and thereby detecting the areas of improvement.
#8. Neuroscience is constantly evolving: how did it change over the years?
The interest of the cognitive activity of the brain has always fascinated many illustrious masters. The first illuminating studies on the subject begin with Aristotle in the fourth century BC with the learning of eye movement.
Over time different disciplines such as anthropology, psychology, medicine, neuroscience, physics, mathematics, biology have been involved, but it is with modern technologies that this evolution has been accelerated.
Biometrics has taken advantage of modern devices and neuroscience has evolved today becoming a fundamental driver for neuromarketing.
#9. What kind of customers are you trying to reach?
The market we target takes care of its customers and wants to satisfy them in an experiential and unique way.
#10. Which is the future of Neuralya? What are the next main plans and projects?
Neuralya’s future is closely linked to the progress made by artificial intelligence. Our studies involve directly the consumers today, they wear technologies to detect physiological parameters or we use devices to capture emotions.
In our future we will be able to predict consumer reactions without directly involving them. We aim to create a platform that is able to indicate the possible reactions of consumers on the basis of artificial intelligence algorithms.
We want to thank Neuralya for for his time and for introduce us to his field!
If you want to stay updated on the activities of Neuralya, these are the main links: