Where emotional truth changes the brief.

Pharmaceutical research

The pharma research context is uniquely vulnerable to self-report failure. Patients dealing with serious illness, HCPs managing professional presentation, caregivers overwhelmed by complexity — none of them can accurately describe what they genuinely feel in a moderated discussion or a rating scale. EchoDepth Insight captures this through FACS facial analysis and VAD scoring — measuring the involuntary physiological signal that language cannot reach.

• Patient journey — diagnosis through treatment and adherence
• HCP engagement — clinical data response, brand positioning
• Drug messaging and communication testing
• Packaging and device design response
• Clinical trial participant experience
• Marketing material evaluation and recommendation

FMCG & consumer goods

Consumer goods research is plagued by the "interesting but wouldn't buy" gap. Participants describe concepts as interesting, novel, different — precisely because those are the safest social responses in a group or moderated setting. The genuine emotional response — the one that predicts purchase — stays hidden.

EchoDepth Insight captures the involuntary physiological response — scored as Valence, Arousal and Dominance (VAD) using FACS facial analysis — that precedes the decision to articulate. This reveals which concepts generate genuine desire, which generate curiosity without intent, and which generate concealed indifference.

• Packaging concept and design testing
• Brand identity and repositioning evaluation
• New product introduction research
• Advertising and campaign pre-testing
• Shelf presence and retail environment response
• Price point emotional reaction

Concept & idea evaluation

When a concept is new, participants have no reference point for their response. Traditional methods ask them to describe the indescribable — an emotional reaction to something they've never encountered. The result is word association and analogy, not genuine response data.

EchoDepth captures first-exposure emotional response — the moment before any rationalisation or articulation has occurred — providing the only reliable signal of genuine concept resonance.

• First-exposure concept emotional capture
• Sequential concept test with carryover analysis
• Concept elements (name, visual, proposition) isolated testing
• Segmentation — emotional response by target audience

Advertising & creative testing

Ad pre-testing with second-by-second emotional curves. Know exactly which second of your video creative lands, which triggers concern, and where attention drops — before the campaign goes live.

Post-campaign testing with emotional baseline comparison. Measure whether your campaign has genuinely shifted emotional response to the brand, or merely increased recognition without connection.

• Second-by-second emotion curve across video
• Static creative and print ad evaluation
• Audio and voiceover emotional response
• Pre- and post-campaign emotional shift measurement

Healthcare communication & devices

Healthcare communication must work at the moment of highest emotional charge — diagnosis, prognosis, treatment options, self-administration instructions. Traditional testing occurs in calm research conditions and produces calm research responses. EchoDepth captures emotional response at the moment of stimulus exposure.

• Patient information leaflet comprehension and anxiety
• Self-injection and device usability emotional response
• Diagnosis and prognosis communication testing
• Digital health and app interface evaluation
• Remote patient monitoring experience research