Atlanta, GA (PRWEB) January 22, 2004
BrightHouse, AmericaÂs only Ideation CorporationÂ, announced today that its consumer insights arm, BrightHouse Neurostrategies GroupTM (BNG), brings visionary thinking through neuroscience, the consultative application of scientific knowledge about human behavior.
BNGÂs unique offering includes using both consultants and scientists to translate scientific knowledge into meaningful bites of understanding about human behavior for businesses. The group will assist BrightHouse in its mission to improve public life by also conducting long-term social studies on public ills, such as eating disorders and teen suicide.
ÂBrightHouse Neurostrategies Group is helping corporate America think better because we are founded as a thinking consultancy,Â said Justine Meaux, Ph.D. Research Scientist and Marketing Strategist. ÂTodayÂs evolving marketplace demands that companies better understand how to form relationships with the customers that keep them in business. As a consumer advocate, we are asking companies to change their mindset about the way they market to consumers.Â
The group works in sync with BrightHouse clients by applying the knowledge gained through research to inform and guide business decisions. This applied knowledge will transform corporations, enabling companies to provide more meaningful services and products.
ÂOur mission is to enhance the relationship between the consumer and the product, brand and company,Â said Bill Miller, President and COO of BrightHouse. ÂBrightHouse Neurostrategies Group is where business and science meet.Â
BNG helps companies better understand particular issues facing their brand/company by giving them a unique perspective on how people develop relationships with products, brands and companies. Methods of study include focus groups and discussions with luminaries, the leading academics and experts who bring insight into human behavior through the lens of anthropology, sociology, literature, religion and philosophy, as well as others fields.
Some behavior studies, such as a preference study, can determine a study groupÂs neurological likes and dislikes in varying degrees. This standard study has been conducted for more than 10 years in the neuroscience field by such groups as Baylor College of Medicine in Houston and MIT. The study includes using Magnetic Resonance Imaging (fMRI), a safe and non-invasive technique, to identify patterns of brain activity about a generic object, such as broccoli, and is not used for the purposes of testing a specific brand or an advertisement. For example, BNG consultants could provide tailored strategic insights and tactics based on findings from an eating disorders study, which are published in a scientific journal. These strategies help companies accurately measure consumer preference, and develop products and services better suited to consumers.
BNG studies are conducted in accordance with all standards set forth by the scientific community, including ethical review by institutional boards and submission to a peer-review process by other experts in the field.
BrightHouse, AmericaÂs only Ideation CorporationÂ, is a consultancy staffed by the worldÂs leading strategists, academics and artists. Headquartered in Atlanta, Georgia, it serves visionary business leaders around the world who demand business system transformation through the power of a Master Idea.
Client relationships include The Coca-Cola Company, Delta Air Lines, Georgia-Pacific, Red Lobster, MetLife, Hitachi and Pepperidge Farm. BrightHouse, which is privately held, was founded in 1995 by Joey Reiman, Thinker and CEO. For more information, please visit http://www.BrightHouse.com.