Brain Guided Interpretation (BGI)
BGI is an online panel used for further interpretation of results from fMRI research.
To add more depth to the results obtained from fMRI research, we use Brain Guided Interpretation (BGI). BGI consists of a questionnaire completed by an online panel.
The questions are always phrased to ask why the respondent thinks someone else would react the way they did to what was shown. After all, we’re generally better at predicting the behavior of others than our own.
The answers provide insights into why specific emotions are — or aren’t — activated. This allows for the refinement and optimization of advertising materials. In addition, BGI also measures more traditional KPIs, such as message comprehension, brand attribution, and overall understanding of the ad.
Below is an example of how BGI was used during a concept test for Centraal Beheer. The peaks indicate moments when tension was triggered. The online panel was asked why they think those moments created tension in others.
The example below shows how the online panel responded to questions about how the concept could be improved — specifically focused on enhancing message comprehension. This provides clear insights that help optimize your ad (concept).
