Unlocking unexpected insights
The Deloitte Neuroscience Institute combines expertise of neuroscientists, psychologists and Deloitte professionals to measure unconscious motivations and decision-making processes by applying scientific methods.
Our latest projects
Optimizing driver assistants to improve UX and safety
We helped our customer from the automotive industry to improve the UX of their autonomous driving ...
Improved remote presentation and sales skills
Our client in the professional services industry was confronted with the emerging virtual conferencing...
In-store product display optimization
For our client in the FMCG industry we used neuroscientific methods to understand which in-store...
Analyzing sports sponsoring effectiveness
For our client in the banking industry that is also a soccer sponsor we used our neuroscientific methods to...
Choosing the logo that suits best my company values
For our client in the software industry, we used neuroscientific methods to investigate which of three...
Increasing revenues with neuroscientific insights
We used the Deloitte NeedSphere to help our client in the Life Science & Healthcare industry to gain...
What we use in our projects
The Deloitte NeedSphere is a method to identify and map personality types developed by our expert neuroscientists and psychologists. With the help of the Deloitte NeedSphere, we make need structures of users or customers visible that unconsciously guide their behavior and transfer them to unique, need-based personality profiles. Based on these profiles, we enable the target group-specific optimization of services, products, user interfaces and brands. Plus, this short, online-based approach enables the precise differentiation of competing offers and brands based on subconscious desires and motivation drivers of individuals.
Electroencephalography (EEG) measures brain activity that allows for unique insights into brain reactions. We use the EEG to measure how motivated people are in terms of both extrinsic and intrinsic motivation. From this, we derive how attractive content is rated and, in combination with eye tracking, how well the usability of a website or product is. Next to motivation and perception, the cognitive load of a user can be effectively evaluated using EEG. This provides insights on how content should be structured to avoid frustration and exhaustion.
Nudging & Behavioral Economics
Debiasing and Nudging are two behavioral economic methods that can be used to assist decision-making. Debiasing is a way to proactively make people aware of irrational distortions in their behavior (e.g. prejudices or biases) and helping them to make more rational, objective decisions. Nudging, on the other hand, is the targeted change of habits, internalized processes, representations or formulations with the aim of discretely influencing micro-decisions such as eating healthier or favoring the less expensive hotel accommodation.
Eye tracking is a very established methodology that is used alone or in combination with other neuroscientific approaches. One main application area of the eye tracker is the improvement of user interfaces (UI) or user experiences (UX) which is particularly powerful in combination with EEG. Using eye tracking we can, for example, shed light on where users and consumers actually look at when interacting with a website, store shelves, or a product and what aspects of a message or user interface they actually focus on. The method allows to reconstruct gaze paths and helps to identify focus points and eye movements that study participants are not even aware of. We can measure when, in which order and with which focus specific elements are perceived. Thus, we can quantify and analyze consciously and unconsciously perceived perspectives that cannot be identified with explicit methods.
A small raise of the eyebrow, an unintended smile or an angry look for a fraction of seconds say often more about the reception of investment-heavy artwork than what people tell when they are asked how they feel about it. Hence, the method of facial coding relies on technical advancements to detect emotion revealing facial expressions. Technically, it is based on a combination of image recognition, machine learning and deep learning algorithms where the self-learning algorithm for pattern recognition detects key facial characteristics such as the mouth, eyes and eyebrows. Changes in these features are used to classify distinct emotional states. This way, small changes in facial expressions can be detected and interpreted. Thus, we use facial coding to automatically generate objective interpretations on emotional reactions, e.g. towards film sequences or customer experiences.
The GSR method is based on the correlation between our mental and physiological reactions – transpiration is such an example. When we experience arousal such as stress or joy, we begin to sweat as our sympathetic nerve increases its activity. This is also the case when experiencing emotions such as anger or frustration. The intensity of our emotional arousal but not the type of emotion can be derived from transpiration. Conversely, during boredom or relaxation transpiration decreases. We use GSR to measure changes of transpiration with high sensitivity. For this purpose, two electrodes are attached to the hands of study participants while interacting with an object or a person. Then, the voltage difference across the electrodes is used to calculate the skin conductivity which allows conclusions on their emotional state (e.g. bored, relaxed, engaged) during that experience.
These insights are used amongst others to test and improve communications, marketing messages, advertisements, and product/service experiences in order to achieve the desired emotional reaction.
Forced Choice Testing
The Forced Choice Online Test, also called the Implicit Association Test (IAT), is a method that forces participants to consecutively decide in between two options within a very short time frame. Therefore, they must decide often and intuitively about their preference when confronted with two options over and over again. This approach provides a more realistic and pure insight into preferences and associations of participants towards brands, services, products or even features. We also use this method to identify and visualize implicit attitudes towards presented contents, attributions or characteristics. With this method we cannot only derive which option is unconsciously preferred by customers but also what they implicitly relate with e.g., a brand. As a result of the Forced Choice Online Test, preferences are often ranked and compared among each other to show what really is important to customers. Therefore, the approach can be supportive in prioritizing product/feature development and budget allocations, too.
Neuroscience is a constantly evolving scientific field which in turn unfolds more and more opportunities literally every day that passes by.
Dr. Benny Briesemeister
Scienctific Lead | Deloitte Neuroscience Institute
The combination of consumer neuroscience and artificial intelligence is groundbreaking to me and will define the way we make decisions in the future.
Dr. Sascha Tamm
Technical Lead | Deloitte Neuroscience Institute
Using neuroscientific insights in business is changing markets fundamentally as it helps us detach opinion from genuine science-based facts.
Team Lead |
Deloitte Neuroscience Institute
The application of neuroscience will eventually spread into every function of the corporate value chain no matter the industry or market segment.
Dr. Gregor-Konstantin Elbel
Head of Deloitte Neuroscience Institute
Our latest research and news articles
Neurobranding: Markenerfahrungen neurowissenschaftlich optimieren
Kundenzentriert will heute jedes Geschäftsmodell sein. Aber was heißt das konkret, jenseits vom Anspruch, den Kunden in den Mittelpunkt des unternehmerischen Tuns zu stellen? ...
Study | Deloitte
Rethinking Finance: Verhaltensökonomie in der Finanzfunktion
Article | Digital Kindergarten
Opti.me: One Size does not fit all - Ein Gastbeitrag von Deloitte
Article | Think with Google
Measuring creativity: Deloittes NeedSphere model explained
Find more studies, news articles and research papers here ➜
About the Deloitte Neuroscience Institute
95% of all decisions are made unconsciously. What significance does it have if we only aim for the 5%? What if we could reveal the more significant portion of decision influencers and explain why people behave the way they do? Why they actually buy, use or prefer one product, service or brand over another?
The Deloitte Neuroscience Institute was founded based on the conviction that understanding subliminal thought strains and implicit reactions of customers, users and stakeholders is essential to excel on the markets. Thus, Deloitte gathered their best professionals in strategy consulting, computer science and psychology to explore the subconscious paths of individuals and offer field-proven, neuroscience-based services to clients that appreciate quantitative, explainable results.
Contact us for an informal chat
We look forward to discover your neuroscience potential with you.