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Knowledge through implicit research

Impulse is an innovative marketing research agency.

Our latest research

About Us

iMPULSE is a spin-off of the market research agency Profacts and was founded in 2016 by Prof. Dr. Jelle Demanet, Dr. Timothy Desmet and Dr. Stijn De Rammelaere.

Jelle, Timothy and Stijn have a Ph.D. in Experimental Psychology and have numerous publications in international peer-reviewed journals in cognitive and brain sciences.

Through IMPULSE they want to offer their neuroscientific expertise and know-how to solve applied marketing and management questions.

Questions are tackled with the most recent technological innovations in market research (e.g. mobile EEG, mobile fNIRS, mobile eye-tracking, mobile physiological measurements, VR, online reaction tasks, online emotion tracking,...).

Our Team

We have a skilled team of professionals with expertise in different techniques.

Jelle Demanet

Jelle Demanet, Ph.D.

Founder & CEO of iMPULSE

Doctor in Cognitive Psychology

Visiting professor @ Ghent University

Expert in fMRI & experimental designs

Open-side flanker of the Brugsche Rugby Club

Timothy Desmet

Timothy Desmet, Ph.D.

Founder of iMPULSE & Profacts

Doctor in Cognitive Psychology

Expert in language psychology & marketing

Psychologist of the year 2011

Sommelier-Conseil graduated from Université du Vin de Suze-La-Rousse

Davide Rigoni

Davide Rigoni, Ph.D.

Doctor in Cognitive Psychology

Expert in EEG & physiological measurements

Likes to craft wooden boxes in the evening

Jasper Dezwaef

Jasper Dezwaef

Doctoral Thesis @ Ghent University

Expert in online implicit pricing studies

Semi-professional ichthyologist

Julie Verledens

Julie Verledens

Master in experimental psychology

Expert in online implicit research

Huge fan of cycling and baking pies

Jessica Morton

Jessica Morton

Master in experimental psychology

Expert in sport psychology & physiological measurements

Number 10 at Eeklo football team

Why Implicit Research?

Daniel Kahneman won the Noble prize in economy in 2002 for his work on cognitive biases and behavioral economics. His work has led to the academic consensus that consumer decisions are mainly influenced by instinctive, emotional and mostly unconscious drivers (system 1) rather than by rational, deliberate and conscious drivers (system 2).

Implicit research reveals what consumers are really thinking and feeling because it taps directly into the emotions and unconscious decision drivers of consumers!

Traditional market research methods, such as survey research, have some well-documented weaknesses, because they mainly depend on the deliberate, rational, slow system 2:

brain versus heart

Socially desirable answers

It is possible that respondents don’t answer truthfully to your questions. Political opinion polling is a typical example of survey research that is very prone to socially desirable answering, leading to incorrect conclusions.

Strategic answers

It is possible that respondents have a personal interest in the topic of your research. This can lead to conscious or unconscious strategic answering. Pricing research is a typical example of survey research that leads to underestimations of what consumers really want to pay for your product.

Unable to answer

Some marketing questions are impossible to answer through direct questions, simply because the right answer is not available to the conscious mind of the person who has to answer the questions. Usability research is a typical example.

Our Implicit Toolbox

Because of our broad expertise we can propose the best tool to answer your specific question

Brain imaging

Allows to directly visualize the activity within the human brain
  • fMRI: detects changes in blood flow to particular areas of the brain and is especially location sensitive.
  • EEG: detects electrical activity of the brain and is especially time sensitive.
  • fNIRS: a non-invasive and portable alternative to fMRI using near infrared light.

Physiological measures

Directly correlated with brain activity and beyond conscious control, but without the need to look directly into the brain, allowing for research in a more natural context
  • Eye movements: by tracking where people are looking at we can investigate what draws the attention and elicits interest.
  • Galvanic skin response and heart rate variability: by measuring the activity of the sweat glands and the heart rate we can monitor the sympathetic nervous system and have an indication of psychological arousal.
  • EMG: by tracking the activity of the zygomaticus major muscle group (used when smiling) and the corrugator supercilii muscle group (used with frowning) we can detect (micro-)expressions and the emotions related to them (happiness, frustration, etc.).

Online implicit measures

Influenced by brain activity and beyond conscious control, but extremely accessible, allowing research from a laptop, tablet or smartphone at home among large sample sizes
  • Associative Priming: a technique allowing to detect which unconscious associations are related to your brand, your logo, your package, etc.
  • Implicit Price Elasticity Test (IPET): a technique allowing to detect the ideal price point for your product.
  • Facial coding: a technique allowing to track emotions through the webcam of a computer or laptop.
  • Visual search: a technique allowing to find out how salient a visual stimulus is (a package, an ad, a logo, etc.).


Based on our expertise, we also offer consultancy based on our benchmarks and experience


Our Research Products

Specific problems that can be solved with our tools

playmobil shopping cart

Working at iMPULSE

iMPULSE is a young and fast-growing innovative start-up. We are constantly looking for dynamic and motivated people who are prepared to go the extra mile for our clients.

iMPULSE only attracts the very best people by providing a challenging environment, by guaranteeing lots of promotion opportunities, and by rewarding on the basis of results.

We also provide internship positions for students of Experimental Psychology, Marketing, Economics, Communication Management,...

Please contact us at if you think you can provide added value to iMPULSE.

Our clients

  • Brightfish, BIVV-IBSR, AXA and BNP Paribas
  • Brussels Airport, Proximus, Eneco and Ferrero
  • Belfius, Medialaan, Luminus and Telenet