Recently, Earth Chemical announced the acquisition of a new patent for its marketing research methodology. This patent enables multifaceted evaluations of marketing materials by utilizing scientific evaluation methods such as brainwave and gaze measurements. The patent registration date is February 22.
Since 2017, Earth Chemical has been advancing the use of neuro-marketing. This new patent distinguishes itself from previous single-metric evaluation methods by aggregating and integrating data obtained from multiple metrics to achieve a more comprehensive assessment. Specifically, it combines psychophysiological indicators such as shelf visibility and emotional responses derived from brainwaves and eye-tracking, evaluating packaging from the three aspects of “visibility,” “likability,” and “communication.”
The establishment of this patent was greatly supported by the advice of Professor Hiroshi Iritono from the Graduate School of Human Sciences at Osaka University. Professor Iritono commented, “This patent is a new evaluation method for marketing materials systematized based on the psychophysiological approach I have advocated for many years. Unlike traditional surveys or behavioral responses that rely heavily on specific data such as brain activity, this method’s major advantage is its ability to approach the consumer’s true feelings from multiple angles.”
This patent evaluation method has already been utilized in the development of packaging designs for the bath product “ONPO Kids” and the highly moisturizing bath liquid “Ulmoa,” both released in 2023. Earth Chemical has indicated that it plans to continue leveraging this invention for product development and enhancing brand value, aiming to deeply explore consumer insights.
In response to this announcement, I have several thoughts. First, the acquisition of such a new marketing research methodology patent undoubtedly becomes a significant element in enhancing a company’s competitiveness. The method of integrating multiple psychophysiological indicators allows for more precise consumer insights compared to traditional methods, thereby expectedly increasing the product’s appeal and brand value.
Furthermore, this patent is also highly intriguing as an example of the fusion of science and marketing. The field of neuro-marketing is still new and will likely evolve further with continued research and practice. Companies like Earth Chemical actively engaging in this field can deepen the understanding of consumer behavior, enabling the development of products that more closely meet consumer needs.
Finally, from the perspective of patent strategy, acquiring patents based on such technological innovations becomes a significant asset for companies. I look forward to seeing companies like Earth Chemical continue to patent new technologies and methods and effectively utilize them in the future.
