Brainwave-Driven Design Feedback: Embracing Neuro UX in User Experience

What is Neuroscience, and What is Neuro UX?

Neuro UX utilises neuroscience to explore user reactions and abilities in relation to various tasks and stimuli. By using Neuro UX, you can discover what people genuinely think of your test product packaging or materials. The primary focus is on consumer reactions to apps, websites, product packaging, and marketing materials (messages, advertising, visuals, etc.).


Neuro UX aims to understand human emotions, reactions, attention, susceptibility, and avoidance desires through physiological indicators. It uses measures that the human body does not consciously control, such as brain waves, cardiovascular and heart indicators (pulse, blood pressure), changes in the skin's chemical composition, muscle contractions (e.g., facial muscles), eye position (what is noticed), and pupil size changes.


For example, one might measure the difference in impulses between the right and left frontal lobes of the brain using a specialised device to understand whether an individual would choose or avoid a product or advertisement. By grasping subconscious and primary reactions, we can assess whether a person might unconsciously make a purchasing decision based on emotions, avoiding the mentally more complex rational consideration.

Read Your Clients' Thoughts.

95% of our thoughts, emotions, and learning occur subconsciously. According to one study, a person can solve a puzzle 8 seconds before becoming conscious of it. Thus, numerous processes are happening inside our heads that are invisible, but understanding them gives a significant advantage in planning sales strategy. (Dooley, 2012)

Neuro UX helps you understand what's going on in your customer's mind to achieve better sales results for less money.

fa-hand-holding-heart fa-sm

Company-Specific Approach

fa-users fa-sm

Comprehensive overview of your target group's attitudes

fa-list-check fa-sm

Immediate feedback on your product packaging/website/service

How We Measure Human Reactions at Trinidad Wiseman?

  • the process resembles a standard user test
  • we require a stimulus from the client – image, video, webpage, prototype
  • testing with 15 people
  • using Muse and MyGaze


We introduce the study and test equipment, including biometric measurements, to the participant.

a-light fa-face-glasses


We show them the product packaging on a screen while simultaneously measuring their physiological reactions.



We then conduct a semi-structured interview with the participant.



We correlate the product packaging elements with identified emotions and reactions



We present you with conclusions about what caused strong reactions in the consumer.

Data Collection Methods

You can read more about human reactions, the measurement and interpretation of brain waves, and how this information assists a company's product development and marketing team in making more consumer-friendly decisions in a previously written article on the subject of Neuro UX. How to test product packaging designs with brainwaves?

Testing Product Packaging or Service with Neurofeedback

Testing Product Packaging with Neurofeedback

At Trinidad Wiseman, we recommend conducting tests on packaging with human reactions at the design stage to ascertain if progress is being made in the desired direction. You can find out more in our blog post.


Initial Product Packaging Interaction

  • first impression

  • understanding what it's about

  • first-time use



Specific task completion

  • complicated areas

  • strain

  • emotional strength

Testing Marketing Materials with Neurofeedback

Neuro UX ensures understanding and attractiveness in your campaign advertising and identifies whether the materials are persuasive and help achieve business goals.

Identifying Engaging Information

  • did they see it?
  • did they notice?
  • did they understand?

Associated Emotional Strength Is there motivation?

Testing Ideas (Marketing Texts, Drawings) Together with Neurofeedback

Is the idea comprehensible?

  • is there a strain?

Is the idea pleasant?

  • is there an avoidance desire?
  • are there strong emotions?
  • is there motivation

Testing the Brand (Logo, Slogans, Elements) with Neurofeedback


  • avoidance – approach
  • desire strenght of emotions
  • motivation strain

Comparing with Other Brands

  • avoidance – approach
  • desire strenght of emotions
  • motivation strain

Cost of Service

A study with 3 product packaging and 30 people costs €13500 + VAT (our neuro ux study prices start at €2600 + VAT). Explore our previous articles on Neuro UX topics: "Neuro-UX or What I Really Think of Your Product" and "We All Have Moods and Feelings – How Do We Measure Them in User Tests?" 

Get in Touch!

Would you like to order a Neuro UX project from us? Please contact our Head of Service Design for further assistance.


Specialists in the field of service design handle everything related to user interface (UI) and user experience (UX) design, service design, as well as business and pre-analysis. You can approach us at any stage of the project - from idea development to the creation and evaluation of new digital solutions. Our expertise spans the entire design process, ensuring comprehensive support from conceptualization to implementation.

Liina Martõnjak

Head of Service Design

Liina is the Head of Service Design at Trinidad Wiseman. With over 14 years of experience in the IT industry, she has worked in roles ranging from developer to interaction designer. Liina holds a master's degree in Interaction Design from University College London and a master's degree in Informatics from TalTech. She has also shared her expertise as a guest lecturer at TalTech and IT College.

If you wish to discuss your project or have questions about the work being done at Trinidad Wiseman, please feel free to get in touch with us.

Get in touch!

*marked fields are mandatory

Full service (UX, analysis, development, testing)

Atlassian services

Business analysis or service design

System analysis

E-government consultation/development



WCAG (Accessibility) consultation or audit


Software testing

Training/other consultation





Never submit passwords or credit card information through this form.

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

Follow us!

Discover inspiration, delve into educational content, and get an exclusive peek into our office life and team events. Join our community! 🎉

Read the latest posts on our blog :)

Jira Product Discovery – ideas into product

In the summer of 2023, Atlassian released a new tool - Jira Product Discovery. The software aimed at product teams creates a holistic approach to the software development life cycle in the Atlassian product family. Now, product managers can collaborate directly with stakeholders and development and user support teams. Let's dive into Jira Product Management features!

Read more