Neuroscience Localization Expertise

TranslateMedia is proud to announce a partnership with neuroscience experts Mountainview Learning.

TranslateMedia is proud to announce a partnership with neuroscience experts, Mountainview Learning. As a result of this newly found affiliation, TranslateMedia will be able to base their services not only on the brief and target-audience, but also on original scientific research.

Comprised of expert neuroscientists, behavioural psychologists, and business professionals, Mountainview Learning has become a leading centre for neuro-cognitive research into advertising and marketing communication. Their goal is to aid brands and agencies to maximise user engagement and interest, by encouraging the incorporation of scientifically grounded components into their marketing campaigns.

One approach that Mountainview uses to measure the success of an advertising piece is eye tracking. This is a purely behavioural method that measures the movement of the eyes. This allows the Mountainview scientists to comprehend how quickly viewers take to look at a specific object, whilst noting how long each viewer looks at each item.

Specialists argue that eye tracking is an excellent indication of preference, as eye movements are not subject to strong voluntary control, and are likely to be drawn to the greatest point-of-interest. This allows for the accurate prediction of customer attention.

It is estimated that 95% of our mental processing occurs in the subconscious mind. Therefore traditional consumer research methods are unable to access though processes that people are unaware of. This means that only neuro-cognitive testing can truly understand how the brain reacts consciously and subconsciously to all stimuli.

Such a scientific approach would allow agencies to know in advance whether an advertising campaign is likely to evoke the desired response.

As well as proving hugely advantageous for the marketing sector, such research is likely to complement TranslateMedia’s work in Multilingual Production. As different cultures react differently to visual layouts and navigation methods, TranslateMedia is acutely aware that they are required to provide more than just a precise translation of the text.

Part of this process is to provide user-friendly navigation in a variety of languages. This can prove challenging, as poor language and visuals can turn an audience off quickly. This is likely to result in less traffic to the site, and a lower average amount of time spent on each webpage.

Thus, TranslateMedia strives to supply clients with fully localised briefs, by guaranteeing not only with accurate translations, but also a layout that will speak directly to the desired audience. This ensures that the co-operation between TranslateMedia and Mountainview Learning should prove a step forward for both organisations.

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