Neuroxai: explainable neurophysiological assessment of consumer responses
NeuroXAI is an EEG- and AI-driven platform providing insights into consumer emotional and cognitive responses during product interactions. It translates neurophysiological signals into actionable design recommendations, offering a scalable solution for optimizing products and packaging.
Overview
NeuroXAI offers an innovative approach to consumer intelligence by leveraging EEG and AI to capture implicit emotional and cognitive responses during interactions with products and packaging. This platform surpasses traditional methods like surveys and biometrics by directly measuring neural activity related to attention, engagement, trust, and decision confidence. By translating these signals into actionable insights, NeuroXAI enables companies to optimize product and packaging designs based on real-world consumer data.
Technical specifications
Key features:
- Utilizes EEG and physiological data to measure real-time neural activity
- Employs explainable AI to analyze multimodal data, identifying drivers of consumer preference and satisfaction
- Provides scalable, evidence-based design recommendations for product optimization
- Non-invasive and adaptable for real-world consumer testing environments
Applications:
- Product design and development
- Packaging optimization
- Marketing strategies based on consumer behavior insights
Technology readiness level
NeuroXAI is currently at Technology Readiness Level 4, having undergone initial feasibility studies and pilot testing phases. The project is advancing through a phased validation approach, collaborating with industry partners to further refine the technology and expand its applications.
About Wichita State University
Wichita State University is a comprehensive public research university with a strong applied-learning mission. The university’s Innovation Campus co-locates industry R&D teams, startups, and shared labs with faculty and students, enabling collaboration and access to specialized prototyping and test assets. A robust cooperative education model and proximity to the Wichita aerospace cluster connect talent and research to real production environments and supply chains. Research is supported by competitive federal funding from agencies such as NSF, DoD, DOE, and NASA, alongside industry sponsorship. A dedicated technology transfer office streamlines IP strategy, sponsored research, and startup formation.
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