IdeaSwipe vs. EMSE

The early stages of the innovation funnel are particularly vulnerable to the loss of valuable ideas. Without a robust and systematic screening process, many potentially groundbreaking concepts fail to progress through the funnel. IdeaSwipe, a cutting-edge technology platform developed by Unilever, harnesses principles of behavioral economics and has assessed over 10,000 ideas across more than 40 different markets. This mobile-focused, interactive tool has revitalized innovation funnels by presenting engaging and significant ideas. Built for adaptability, IdeaSwipe can handle various scenarios, whether assessing five ideas or fifty, and is effective in both single-market tests and multi-region evaluations; results can emerge in as little as a week or even sooner. Unlike traditional research methodologies that prioritize rational decision-making and analytical reasoning, IdeaSwipe utilizes inquiries rooted in behavioral economics that encourage consumers to tap into both their instincts and critical reasoning when providing feedback. This dual methodology not only improves comprehension of consumer preferences but also cultivates a more profound connection with the ideas under consideration, ultimately leading to a more successful innovation process.

EMSE is an extensive collection of advanced yet user-friendly software tools aimed at measuring, describing, and visualizing the intricate dynamics of the human brain, widely employed in disciplines like neuroscience, neurotechnology, and clinical neurophysiology around the world. Our specialization in sophisticated multimodal source estimation techniques enables researchers to effectively combine EEG and MRI datasets, thereby enhancing clarity regarding the spatial and temporal dimensions of brain activity. While traditional neuroimaging techniques such as magnetic resonance imaging (MRI) are adept at identifying locations of brain activity, they often fail to provide accurate timing information about neural events. On the other hand, electroencephalography (EEG) and its associated method, Event-Related Potentials (ERPs), excel in timing precision but lack the capability for spatial resolution. EMSE's innovative methodology of integrating MRI and EEG data adeptly tackles the dual challenges of determining both the "where" and "when" of brain activity, delivering a comprehensive level of detail that neither modality can achieve independently. This cutting-edge technique, known as multimodal dynamic functional brain imaging or source estimation, facilitates a more profound exploration of the complex functions of the brain. Consequently, by harnessing this technology, researchers are empowered to reveal novel insights into brain dynamics that were previously beyond reach, ultimately advancing our understanding of neurological processes. The implications of such discoveries can pave the way for breakthroughs in both research and clinical applications.