01Week 1–2
Neuro-Baseline
Establish the biological baseline of the category: EEG, eye-tracking and autonomic response to the existing brand system and to the three strongest competitors.
Method architecture
The framework: from cortical signal to proven behaviour
Each layer has its own instrumentation, its own failure modes and its own outputs. The method only produces value when the six layers are coherent — measured explicitly by the coherence term of the Neuro-Marketing Quotient.
Read this first
How the method is built
Six connected layers, from measured brain response to business decision. Each layer has its own instruments, its own outputs and its own quality band, so nothing depends on opinion.
- Each layer must be measurable, or it is not included.
- A weak layer limits every layer above it.
- The ethical layer can veto the whole programme.
Standard scientific acronyms and units (EEG, fMRI, ms, Hz) remain in their internationally used form; all explanations are in your language.
L1
Neurophysiological Substrate
10 measured parametersMeasure the brain before it explains itself.
Every Contemporary Marketing decision starts from non-declarative evidence: cortical activation, autonomic arousal, oculomotor behaviour. The layer captures the biological signature of attention and desire before language distorts it.
Instrumentation
- EEG frontal asymmetry (F3/F4 alpha power)
- Event-related potentials — N200, P300, LPP
- Eye-tracking: fixation, saccadic entropy, AOI dwell
- Electrodermal activity (phasic SCR)
- Heart-rate variability (RMSSD, LF/HF)
- Facial EMG — corrugator / zygomaticus
Outputs
Attention Capture IndexArousal LoadApproach–Withdrawal Vector
L2
Cognitive Architecture
5 measured parametersFluency is the cheapest form of persuasion.
Working-memory load, processing fluency and semantic priming determine whether a message is decoded or discarded. We model the cognitive cost of every asset and reduce it until comprehension becomes automatic.
Instrumentation
- Processing-fluency scoring (perceptual + conceptual)
- Cognitive-load estimation (pupillometry-calibrated)
- Semantic priming & implicit association testing
- Working-memory chunk analysis of message structure
Outputs
Fluency CoefficientCognitive Load IndexSemantic Coherence
L3
Affective & Limbic Encoding
6 measured parametersEmotion is not decoration. It is the encoding mechanism.
Memory consolidation is amygdala-gated. Valence, arousal and dominance are modelled dimensionally, then mapped to the narrative structure so that the emotional peak coincides with the brand-encoding moment.
Instrumentation
- Dimensional affect modelling (valence / arousal / dominance)
- Peak–end structural analysis of narrative
- Emotional-contagion mapping across touchpoints
- Amygdala-proxy salience scoring
Outputs
Emotional Encoding StrengthPeak-End AlignmentValence Stability
L4
Data Intelligence & Causal Inference
4 measured parametersCorrelation is a hypothesis. Causality is the deliverable.
Behavioural telemetry is fused with neurometric evidence in a single causal graph. Uplift, incrementality and counterfactual simulation replace vanity attribution.
Instrumentation
- Causal DAG construction & do-calculus
- Geo-holdout and synthetic-control incrementality
- Bayesian media-mix modelling with priors from L1–L3
- Uplift modelling and heterogeneous treatment effects
Outputs
Incrementality CoefficientCausal ConfidenceSignal-to-Noise Ratio
L5
Artificial Intelligence Layer
4 measured parametersModels that predict the nervous system, not the click.
Multimodal models are trained on neurometric ground truth, so creative is scored pre-flight against predicted cortical response, not against opinion. Generation is constrained by neuroscientific priors.
Instrumentation
- Neuro-calibrated creative scoring models
- Multimodal embeddings of asset + response
- Reinforcement loops on measured attention outcomes
- Synthetic audience simulation with validated priors
Outputs
Predicted Response FidelityModel Calibration ErrorPre-flight Lift
L6
Behavioural Activation & Ethics
4 measured parametersInfluence without consent is not science. It is manipulation.
The final layer converts measured intention into behaviour through choice architecture, friction removal and habit design — under an explicit ethical protocol: transparency, reversibility, and no exploitation of vulnerability.
Instrumentation
- Choice-architecture and friction audits
- Habit-loop design (cue–routine–reward)
- Longitudinal behavioural cohorts
- Neuroethics compliance review
Outputs
Conversion ElasticityHabit Formation RateEthical Compliance Score
Operating protocol
Twelve weeks to a causal system
02Week 2–4
Cognitive Mapping
Quantify processing fluency, cognitive load and semantic association of every asset and message, then rebuild the message architecture around measured comprehension.
03Week 4–6
Causal Instrumentation
Train multimodal models on the measured neurometric ground truth so that creative can be scored pre-flight against predicted cortical response.
04Week 6–8
Creative Synthesis
Design assets under neuroscientific constraints: fluency maximised, peak–end aligned to the brand moment, saccadic entropy minimised.
05Week 8–12
Controlled Activation
Deploy with holdouts by construction. Every unit of spend is an experiment; every experiment returns a coefficient, not an opinion.
06Continuous
Recursive Learning
Measured outcomes retrain the models, the models sharpen the priors, the priors reduce the cost of the next discovery. The system compounds.
Next: the 33 parameters, one by one
Unit, acquisition method, interpretation and healthy operating band.