Overview
NeuroRight replaces guesswork in creative and media decisions with direct neural evidence. Participants watch ads while wearing a lightweight EEG headset; our pipeline cleans the signal, extracts validated features, and translates moment-by-moment activity into three marketer-ready outputs—attention, emotional engagement, and personal preference—delivered in a concise, actionable report. Optional webcam-based eye-tracking adds visual-attention context without friction.
Value Proposition
- Brain-backed, not self-report: objective neural signals for creative choice, improvement, and proof.
- Clear & fast delivery: executive scores + engagement timelines + edit/placement guidance.
- OOH/DOOH first: purpose-built for billboard effectiveness in Thailand; extensible to digital video and in-store.
- Ethics by design: PDPA/UNESCO-aligned consent, minimization, de-identification, and secure handling.
Technical Stack
- EEG: 8–16 ch headsets (e.g., Unicorn Hybrid Black) at 250 Hz; features include PSD bands and prefrontal asymmetry (PAI/FAA).
- Eye-tracking: WebGazer.js (browser-based, client-side gaze) for AOI context.
- Models: classic ML (SVM / RFE) + timeline scoring; dashboards and API planned.
- QC: calibration, live signal checks, artifact mitigation, audit logs.
Metrics We Deliver
- Attention: moment-by-moment vigilance/engagement indices.
- Emotional engagement: affect proxies from frontal asymmetry & spectral features.
- Preference: frame-level liking/approach predictions; variant A/B comparisons.
Market & Positioning
Target buyers: FMCG, telecom, banking, agencies, and OOH media owners (Plan B, VGI, JCDecaux). Thailand’s ad spend and OOH/DOOH growth support a first-mover EEG service; pricing starts near ฿150k per campaign (~30 participants) with benchmarks mapping to international ranges.
Stakeholders
- Primary: OOH/DOOH owners and tier-1 advertisers (pilot/retainer).
- Channels: creative/media agencies; white-label with research firms.
- Academic: UTCC/Chula/Mahidol partnerships for methods and credibility.
Development Timeline
Phase 1 — Foundations: market & technical research; ethics prep. Phase 2 — Prototype: value prop, device choice, demo report. Phase 3 — MVP & Trials: end-to-end run; volunteer studies; pitch assets. Phase 4 — Client Pilot: discounted case study; refine pricing & ops.