Lighting : Lighting August 2014 - Vol34 Issue 4
36 LIGHTING MAGAZINE | August/September 2014 C M Y CM MY CY CMY K LLA 2014 (A4, 5mm bleed).pdf 1 25/7/2014 2:31:26 PM oN THE RESEARCH METHoD The Limbic Emotional Assessment (LEA) research method, which has been developed by Gruppe Nymphenburg, is based on methods used in neurosciences as well as psycho-physiology. The latter discipline is concerned with the relationship between brain activity and the related physical responses. In combination with Limbic, a brand and target group navigation model tried and tested in practical applications, LEA allows for a distinction according to specific target groups. In doing so, the scientifically tested LEA method combines five different parameters that capture even the tiniest of physical reactions. From brain waves and skin conductance through to cardiac activity, numerous physical reactions of customers are measured to draw conclusions on their emotional state. THE AuTHoRS Gruppe Nymphenburg For more than 40 years, Gruppe Nymphenburg as a consultancy and market research company has supported leading manufacturers of branded products and trading companies in areas ranging from brand positioning through to POS implementation. Their consultancy is based on in-depth knowledge about the behaviour of consumers and shoppers. Gruppe Nymphenburg count themselves among the world’s leading experts in neuro-marketing. In addition, the company specialises in psychological POS and shopper research. Zumtobel Zumtobel, a leading international supplier of integral lighting solutions, enables people to experience the interplay of light and architecture. As a leader in innovation, Zumtobel provides a comprehensive range of high-quality luminaires and lighting management systems for professional interior lighting in the areas of offices, education, presentation & retail, hotel & wellness, health, art & culture as well as industry. Zumtobel is a brand of Zumtobel AG with its head office in Dornbirn, Vorarlberg (Austria). In Australia, Zumtobel hosts comprehensive seminars dedicated to retail lighting. “LightGeist” is an architecturally recognised (CPD) course aimed at educating all lighting practitioners on this and other important application areas. Please contact Zumtobel to find out more and receive further information on LightGeist and Limbic Lighting. For further information contact them on Tel: +61 2 8913 5000, www.zumtobel.com.au FIGurE 3. The group Dominance (Performers, Disciplinarians), responded sensitively to unbalanced lighting concepts and can best be loaded with positive emotions through balanced, moderate effects.
Lighting October 2014 - Vol 34 Issue 5
Lighting June 2014 - Vol 34 Issue 3