We conduct large-scale online experiments worldwide using cutting edge javascript softwares.
We conduct state-of-the-art lab experiments using a variety of neuroscience tools (Bubbles, EEG, EMG, ECG, eye-tracker, fMRI).
We analyze big datasets using advanced machine learning and statistical techniques.
Today’s anti-aging creams act on the facial areas that change objectively with age. The client’s long-term goal was to develop revolutionary anti-aging creams that also target the facial areas that signal aging subjectively to consumers. We submitted hundreds of North American and Chinese consumers to a Bubbles experiment in the lab; this technique, invented by Dr. Gosselin, allowed us to identify the facial areas that signal aging to these consumers.
At the request of the client, we compared the emotional connection of users of the brand and of prospect users of the brand with the brand and to competing brands. We measured galvanic skin response (GSR), heart rate (ECG) and the electrical activity of three facial muscles (EMG) in response to a series of brand images in more than a hundred subjects in a lab in the USA.
The client’s long-term goal was to adapt its website to the age of users; the client wondered if it was possible at all to infer the age of a user from its behavior on the website. We used machine-learning techniques to show that the age of users could indeed be inferred with high accuracy.
The name "Elephant Scientific Consulting Inc." comes from an inpirational Jain story attributed to Buddha: A first blind man runs straight into an elephant’s broad smooth side and concludes that it is a wall; a second blind man pokes the animal’s trunk and thinks that it is a snake; a third one walks into the elephant’s tusk to conclude that it is a spear; a fourth blind man touches one leg and infers that it is a mighty column; a fifth blind man holds the elephant’s tail and believes that it is a frayed bit of rope; and the sixth blind man grasps one of the flapping ears and believes that it is a fan. The morale of this story — and our motto at Elephant Scientific Consulting Inc. — is truth only reveals itself when you apprehend reality from multiple viewpoints.
Dr. Gosselin is Professor in cognitive neuroscience at Université de Montréal. He holds a PhD in experimental psychology from University of Glasgow. He has published over 90 scientific articles in prestigious journals such as Nature, Current Biology and PNAS. He's an expert in the field of vision and has Bubbles, an experimental technique that allows to reveal the visual information used by an observer to resolve a task.
Nicolas Dupuis-Roy has been a scientific consultant for more than 15 years. He holds a PhD in cognitive psychology from Université de Montréal. He has published more than 15 scientific articles in the field of visual neuroscience. Nicolas has mastered several cognitive neuroscience tools: psychophysics, statistics, machine learning, eye-tracker, electrophysiology (EEG, ECG, GSR, EMG), and fMRI. Nicolas has carried out several neuromarketing lab studies in Canada, USA, China and other countries.