Market Research Methodologies

Technology and Science are at the core of what Explorer does. Behavioral science provides insights that are far more accurate and actionable than traditional conscious techniques alone.

Eye Tracking

Your eyes don’t lie, making Eye Tracking extremely useful. Thirty percent of brain neurons control our eyes. Compare this to just two percent that controls our hearing. Your eye makes 150,000 fixations per day. Because our eyes tell us so much, Eye Tracking is a core piece of the Explorer Neuroscience toolkit. Offering a number of insightful metrics, Eye Tracking is an affordable and insightful way to gain a deeper understanding of how people actually react with the physical environment around them.

Eye Tracking

virtual reality

Virtual Reality

Explorer combines expert eye-tracking with the latest virtual reality technologies, to monitor how consumers react to packaging, brands and the retail environment. Explorer uses VR capabilities across a range of industries, retail, CPG, Quick Serve Restaurants and Banking.

Whether you’re interested in navigation, product standout, point-of-sale messaging or decision making at the point of sale, Explorer allows you to understand where a shopper’s attention is, and allows you to directly test the key influencers of behavior and decision making at every stage in the shopper’s journey. Explorer leverages the strength of insights that come from testing in immersive environments, and combines it with neuro measures to uncover “System 1” thinking.

Click here to find out more about virtual reality research.

Electroencephalography (EEG)

Anytime one of the billion Neurons in the brain fires it creates an electrical signal. EEG measures this signal on the scalp. Combinations of different brain wave signals are correlated with different emotions and behaviors.

EEG provides a deeper understanding of a person’s response to different stimuli. It is a crucial part of a number of Explorer studies, including Explorer MediaLab, which enables us to understand exactly what elements of different advertisements work, and how to optimize.

EEG (Electroencephalography)

 observational science

Observational Science

Observation is at the core of all science. At Explorer, our research is grounded in observational science. Whether it is through the eyes of Explorer’s “trackers” or through the lenses of our cameras, we observe how humans interact with their environments. Whether for shopping, financial institutions, car dealerships, traveling, eating, or leisure, we measure these activities with quantitative metrics. In our database we have over 400,000 observations. These metrics, along with our understanding of the nuances of behavior, are at the heart of our observational science.





Facial Coding

When we experience an emotion it triggers an involuntary facial expression. There are six universal facial expressions. Explorer’s Facial Coding technology identifies the emotions a respondent is going through, simply by watching their face. Facial coding can be used for advertising, signage testing, retail design or usability testing.

facial coding

Galvanic Skin Response





Galvanic Skin Response (GSR)

When we react to different stimuli we ‘sweat’. This is controlled by our central nervous system. And that’s what Galvanic Skin Response measures. It provides another key metric, allowing us to understand the true reaction to different stimuli. In conjunction with other Neuro metrics, GSR adds another level of consumer understanding.





Video Observation

Through the lens of our cameras we can observe and analyze behavior using video observation. How people are moving throughout an environment, how long they take, where they stop and what they interact with. Video observation is ideal for developing store design and merchandising strategies.

behavioral research video observation

video store tour





Video Store Tour

We use video store tours through different environments either online or in our Life Size Video labs. We combine these video store tours with Eye Tracking and Facial Coding to understand what is breaking through and being noticed and what is generating a positive response.






Our mobile technology allows people to post pictures and videos to capture their “in the moment” reactions. This gives our clients insights into real-time behavior and feelings. As part of our media testing methodology respondents provide feedback as they experience each touchpoint.

mobile usability testing

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