MANTICA

Project "MANTICA" data sheet

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 Project objective

85% of new products fail right after launch because of lack of reliable data on consumer preferences. It is especially critical in Food & Beverage industry because of the strong competition and complex customer segmentation. During product development cycle, testing phase takes the most time and cost, requiring a lot of iterations and using surveys (what people say is not necessarily what they think) and statistical data (inaccurate results). Main challenges are: - Reduce mistakes in product development (development costs) - Reduce testing time to reduce TTM (Time to Market) - Increase accuracy of results and the amount of available information for decision making on product development MANTICA is the first tool to apply neuroscience to testing phase in product and service development to provide emotional response, approach/avoidance and actual cognitive processes in real time, during the experience. It is composed of 3 components: - Seamless electroencephalograph (EEG) headset (wireless) - Operating software (Basic Signal Processing, Proprietary Metrics Library and AI/Machine Learning algorithms) - Cloud infrastructure for data storage and analysis, to produce smart reporting and data visualisation We have also developed a Self-Evaluation Kit (SEK): all components in a standard, ready-to-go version for quick deployments Benefits for users are: - 30% less cost than traditional (focus groups, A/B tests) - 50% less product development time - 25% chances of success upon launching a new product (80% less mistakes) - Predictive analysis on product success - Accurate information based on real perception of the product For Thimus, we expect these impacts: - Business industrialisation (Self Evaluation Kit production, SEK) - Develop worldwide distributor network - 35-70% increase in IP assets on neuroscience and market research