Proposition development & research

Discover in the brain which message and associations work best to load your brand and activate (buying) behaviour.

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You can only measure the best proposition by looking into the consumer's brain

What message is best for (re)building your brand? How do you best communicate your new product or service? Which associations activate the desired behaviour? In short, which proposition will lead to success?

The proposition strongly influences the choices consumers make and choice behaviour is not rational. By measuring it in the consumer's brain, you find out which proposition is most effective or on which associations the new proposition should focus on. This also avoids discussions based on gut feelings.

Proposition research with neuro: quick turnaround - results within 5-7 business days


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Proven to be effective

10+ yearneuro-research

120+propositions researched

500+ associations measured

Neurensics uses fMRI and RIAT to develop and research propositions. With fMRI we measure the unconscious emotional responses to the (different) proposition(s). For example, a message may be easy to understand on a conscious level, but unconsciously it may activate negative emotions.

With RIAT we discover the most important associations for the new proposition.

The results of the proposition research enable you to choose the most effective proposition on a scientific basis.

This research can also be combined with qualitative research methods.

We'll take care of everything

Your convenience is important to us. After discussing your research questions, all you have to do is provide the test stimuli. We'll do the rest.


Why use proposition research?

With proposition research you'll discover:

  • Whether the current (or new) proposition activates the desired behaviour in the target group.
  • Which of the different propositions is the most effective to (re)load your brand.
  • What's the best proposition for your new product or service.
  • Which proposition fits best with your (new) positioning.
  • Which tone of voice is most effective.
  • How successful the proposition will be.
  • Which USPs are the most important to communicate.

If you have different questions, please contact us to see how we can help you.

Our approach

With our scientifically proven quantitative and qualitative research methods, we measure the proposition of your brand, product or service in the unconscious mind and discover which associations are important for the development of a new proposition. Depending on the research question, we use different methods.

Testing propositions with fMRI

Testing propositions with fMRI
In the MRI scan we show the (different) proposition(s) to respondents. We always include a number of competitors, to measure the effect of a brand on the proposition. While respondents are looking at the propositions, their brain activity is measured.

Testing propositions with an online panel

Brain Guided Interpretation (BGI)
After the fMRI research, we use BGI: online questionnaires based on the results of the brain data. This gives us insights into why a proposition does or doesn't activate certain emotions. These questions are asked to a different group of respondents. The respondents have to indicate why they think a proposition activates a certain emotion in others. We do this because people are better able to interpret the emotional reactions of others.

Developing propositions with RIAT

Developing a proposition with RIAT
RIAT is used during the development of a new proposition. We measure which associations are important for the desired behaviour in order to build the proposition. 

RIAT is a neuro-technique in which respondents answer different questions under time pressure. The time pressure while performing the task eliminates conscious thinking and over-rationalisation. In this way you find out which associations are really important for your new proposition.

What's in it for you?

Within 5-7 work days you'll receive:

  • A clear report containing the results and answers to your research questions.
  • Advice on which proposition is most effective for your brand and the desired behaviour.
  • The assurance that you can make well-informed tactical and strategic decisions which will contribute to the growth of your brand/company.

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These companies already use Neurensics to optimize their propositions

De Hypotheker logo
NS reizigers logo Neurensics
Storytel logo Neurensics
Tele2 logo Neurensics
Essent logo Neurensics
CZ Logo Neurensics
Fruitella logo Neurensics
PGGM logo Neurensics
Centraal Beheer Logo Neurensics
NIBC Direct logo Neurensics
Johma logo Neurensics
Hallostroom Logo Neurensics
a.s.r. logo Neurensics-1



Contact us

Vladimir Den Baars

Client Director

Want to know more about proposition research?

Vladimir den Baars Neurensics

Andries van der Leij

Head of Research & Development

Want to know more about our research techniques?

Andries van der Leij Neurensics

Are you interested and want to know more? Contact Vladimir and he'll tell you more and answer your questions.

Vladimir den Baars Neurensics

Vladimir Den Baars


Do you have a questions about our research techniques? Don't hesitate to contact Andries.

Andries van der Leij Neurensics

Andries van der Leij


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