Case Study: Majid Al Futtaim in Dubai gains deeper insights into what makes living spaces appealing with Neurons

Probing emotional responses to living spaces

The customer, Majid Al Futtaim, a major Emirati company operating shopping malls and leisure establishments, wanted to understand the subconscious emotional drivers of what makes a positive living space, as traditional self-reported methods were insufficient. They commissioned the vendor, Neurons, to apply its consumer neuroscience expertise to probe these responses.

Neurons conducted a neuroscience-based study, exposing participants to imagery of living spaces to measure their subconscious attention and emotional engagement. The solution identified key drivers of positive responses, such as human activity and greenery, and negative drivers, like a lack of human interaction. For Majid Al Futtaim, Neurons provided foundational insights to design communities that drive holistic value for residents.

Majid Al Futtaim in Dubai

Hawazen Esber

Chief Executive Officer