What Braingineers does

Braingineers is an Amsterdam-based neuromarketing research firm founded in 2014 by two psychologists. The company combines neuroscience instrumentation — primarily EEG headsets, eye-tracking equipment, and behavioral tracking — with cognitive and behavioral psychology methodology to measure subconscious user behavior and emotional responses on digital platforms. Its proprietary technology stack centers on the Brainpeek emotion analytics platform, which aggregates EEG, eye-tracking, and behavioral data into dynamic dashboards with session recordings and customer feedback, and on Brainsight, an AI tool launched in February 2022 that predicts visual attention in imagery, designs, and advertisements using models trained on thousands of eye-tracking surveys and reports 94% reliability versus live research. The company also maintains a plug-and-play Neuro Lab hardware and software leasing offering that lets clients run their own neuroscience-informed usability testing.

The firm operates a horizontal go-to-market targeting enterprise customers across e-commerce, advertising/media agencies, and internal CX/UX research teams. Revenue is generated through four streams: full-service User Testing (professional services, often bundled in multi-year contracts), Brainpeek platform access (subscription/recurring), Neuro Lab hardware-software leases with training (managed services, annual billing), and Industry Benchmark Studies (annual or custom professional services). Pricing is fully quote-based with no public tiers. Named enterprise customers include ASICS, TomTom, T-Mobile, Vodafone, Albert Heijn, G-Star, TUI, Toyota, Adyen, Achmea, Greenchoice, and Dentsu, with documented outcomes such as a 40% conversion lift for ASICS, a 101% conversion increase for a Telco client, and a 5% lift in TomTom app downloads. The company has won multiple #1 rankings in the Emerce Top 100 (Analytics & Optimization Agencies) and has been recognized by Accenture Innovation Awards, the Chamber of Commerce Innovation Top 100, and Sprout Challenger50.

In December 2024, Braingineers was acquired by Valsplat, a strategic design and research agency with over 20 years of UX research experience, combining neuromarketing capabilities with broader UX research and conversion optimization services. Prior to the acquisition, the company had raised approximately $1.9M in disclosed funding across 2015-2019 and operated with 11-50 employees across two Amsterdam locations.

Name

Braingineers

Legal name

Braingineers

Website

https://braingineers.com

Company type

Private

Founded year

2014

Operating status

Acquired

Headcount range

11–50 employees

Short description

Braingineers is an Amsterdam-based neuromarketing research firm that combines EEG, eye-tracking, and behavioral psychology with AI to measure subconscious user behavior on digital platforms for enterprise clients across retail, telecom, media, and adjacent verticals.

Ownership category

akta.pro rank

Product category

Neuromarketing Research Services

NAICS

Marketing Research and Public Opinion Polling (541910)

SIC

Services-Testing Laboratories (8734)

akta.pro primary industry

Behavioral & Neuroscience Research (Biometrics, Eye-Tracking, Neuromarketing) (MPAAALAN)

akta.pro secondary industry

Emotion, Sentiment & Paralinguistic Intelligence (HDAAAFAI)

Keywords

• Neuromarketing research
• Emotion analytics
• Neuro-usability testing
• Eye tracking analysis
• EEG research platform

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. User Testing Services: Full-service user testing for websites, apps, videos, and software. Can be purchased as individual tests or bundled packages. Includes neuro-usability research with EEG, eye-tracking, and behavioral analysis.
2. Brainpeek Platform: Access to proprietary emotion analytics platform with dynamic dashboards, session recordings, and customer feedback. Used by clients for deep-dives and analytics.
3. Neuro Lab Solution: Lease hardware and software to extend existing CX labs with neuroscience capabilities. Training and plug-and-play tooling provided for unlimited testing.
4. Industry Benchmark Studies: Annual Industry Benchmark Studies comparing client journeys against main competitors, or custom benchmark studies.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Braingineers combines neuroscience methods (EEG, eye-tracking) with psychology, behavioral data, and AI to measure subconscious user emotions and behavior on digital platforms. The company delivers full-service neuro-usability testing, the proprietary Brainpeek emotion analytics platform, the AI-powered Brainsight visual attention prediction tool, a self-service Neuro Lab solution, and annual industry benchmark studies for enterprise clients.

Product overview

Braingineers offers a portfolio of neuromarketing research services and proprietary technology products. The core offering centers on neuro-usability testing services combining EEG, eye-tracking, and behavioral analysis to measure emotional impact and implicit behavior in digital customer journeys. Brainpeek serves as the proprietary emotion analytics platform aggregating all research data. Brainsight extends their capabilities with AI-powered predictive visual attention analysis. Services include full-service user testing, self-service Neuro Lab (hardware/software lease), and industry benchmark studies. Founded in 2014 by two psychologists, the company was acquired by Valsplat in late 2024, expanding their UX research and design capabilities.

Differentiator

Problem solved

Functional benefit

Brands

• Brainpeek: Proprietary customer research and emotion analytics platform providing dynamic dashboards, session recordings, customer feedback, and automated research workflows for Neuro Lab customers
• Brainsight

Products and services

• Brainpeek Proprietary customer research and emotion analytics platform that integrates complex systems including EEG, eye-tracking, and behavioral software, providing dynamic dashboards, session recordings, customer feedback, and automated research workflows for clients to conduct deep-dive analytics.
• Brainsight AI-powered tool for analyzing and predicting viewing behavior in imagery, designs, websites, video content, and advertisements by analyzing color, shape, location, and contrast; achieves 94% reliability compared to live eye-tracking research and is available on a license basis.
• User Testing Full-service neuro-usability testing for websites, apps, videos, and software, combining EEG, eye-tracking, click/touch tracking, and video recordings with post-journey interviews to capture real user behavior and emotional responses with minimal bias. Can be purchased as individual tests or bundled packages.
• Neuro Lab Self-service neuro lab solution enabling organizations to extend their existing CX labs with neuroscience capabilities through leased plug-and-play hardware (EEG headsets, eye-tracking equipment) and software, with training provided so clients can conduct unlimited neuromarketing testing independently.
• Industry Benchmark Study Annual or custom industry benchmark studies that compare a client's customer journey against main competitors using neuromarketing research methodology, enabling organizations to understand relative performance and identify optimization opportunities.

Quantifiable outcome

• Conversion increased by 40% for ASICS Shoe Finder with break-even in 20 days
• +3 more outcomes

Named customers12 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature5 records

Partnerships

Three partnerships are on record, tiered flagship and core.

• ValsplatflagshipStrategic or Co-development Partner · 1 December 2024Valsplat, a strategic design and research agency with 20+ years of UX research experience, acquired Braingineers. The acquisition strengthens the combined position as a leading UX research agency offering integrated services from needs analysis through conversion optimization.
• DentsucoreStrategic or Co-development Partner · 1 December 2022Long-term collaboration with Dentsu Benelux to operate the dentsu Attention Lab. Braingineers provides expertise and technology while Dentsu provides access to their large client base. Enables optimization of clients' digital performance using neuroscience methods.
• CroboxcoreStrategic or Co-development Partner · 1 January 2020Collaborated with Crobox on ASICS Shoe Finder optimization project. Crobox handled dynamic messaging and design implementation while Braingineers provided neuro-usability research and emotional data insights.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• CoolTool: Neuromarketing platform combining eye-tracking, facial coding, and EEG for ad, packaging, and digital testing. Direct peer in productized neuromarketing software and services targeting brands and agencies across markets.
• Neuro-Insight: Neuromarketing research firm using EEG (and other biometrics) to measure subconscious consumer response to advertising. Closely comparable in methodology (EEG-based emotion/attention measurement) and in selling subscription-style neuro-insights to enterprise brands and agencies.
• Sticky (by Tobii): AI-powered eye-tracking and attention analytics for ads and digital content, now part of Tobii. Highly comparable to Brainsight's predictive visual attention analysis use case and competes for ad effectiveness budgets.
• Realeyes: AI-based emotion measurement platform using webcam-based facial coding for ad and content testing. Directly comparable as a technology-led emotion analytics provider serving advertisers and platforms, and the closest SaaS-style competitor to Braingineers' emotion analytics offering.

Broad incumbents

• UserTesting: Large-scale digital experience research platform providing human insight testing for websites and apps. Comparable to Braingineers' user testing business and competes for enterprise UX research budgets, though without native neuroscience instrumentation.
• Tobii: Global leader in eye-tracking technology and solutions across research, healthcare, and consumer applications. Comparable as a supplier/enabler of eye-tracking hardware and analytics that underlies much of the neuromarketing category Braingineers competes in.
• IPSOS: Global market research firm with growing digital UX and behavioral science capabilities serving enterprise clients across industries. Comparable as a broad incumbent offering end-to-end digital customer experience research that increasingly incorporates behavioral and neuroscience methods.
• Nielsen Consumer Neuroscience: Nielsen's consumer neuroscience practice offers biometric and neuroscience-based research alongside its dominant media measurement and consumer insights business. A broad incumbent applying neuroscience methods to advertising effectiveness — overlapping with Braingineers' measurement of ad/digital performance.
• Kantar: Global market research and insights giant operating a dedicated neuroscience practice (e.g., Kantar Millward Brown link) that measures advertising effectiveness using biometrics. Comparable as a large incumbent offering emotion/attention measurement as part of a wider insights portfolio.

Emerging players

• Smart Eye (Affectiva): Acquired Affectiva and operates emotion AI / facial analysis for automotive and media analytics. Adjacent in emotion AI technology and competes for advertising/media measurement budgets that overlap with neuromarketing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/braingineers
• LinkedInlinkedin.com/company/braingineers
• Instagraminstagram.com/thebraingineers/?hl=en
• Xx.com/braingineers

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds3 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Braingineers