What MindMetriks does

MindMetriks is a privately held neuromarketing and consumer neuroscience company founded in 2011 in Bogotá, Colombia, with offices in Mexico City and London. It delivers professional biometric research services (Eye Tracking, EEG, GSR, Face Coding, implicit testing) to enterprise brands, universities, and research institutions, and has executed 900+ projects for 300–350+ brands across 25+ countries in Latin America and Europe. The firm holds NMSBA accreditation as the only certified neuromarketing provider in Colombia, Mexico, Ecuador, Argentina, and Peru since 2014 and operates as the holding-company brand under UK-registered NeuroSensory Lab Limited.

Its technology stack combines proprietary and partnered components. MindMetriks owns three online platforms — Face Coding Online (registered UK trademark, computer-vision analysis of 500+ facial points to detect six basic emotions plus neutral via deep neural networks), Neuro Lab Online (remote biometric studies combining Eye Tracking, Face Coding, and implicit testing), and Implicit Mind (IAT, PRIMNG, Deep Voice) — and distributes scientific hardware from SMI and Tobii (Eye Trackers), Wearable Sensing (DSI 24 and DSI 7 wireless dry-electrode EEG systems), and I-Motions biometric integration software. The firm installs full neuromarketing, psychology, and ergonomics laboratories for academic and corporate clients, supports stimulus presentation and analysis through integrations with Cedrus SuperLab, Noldus, E-Prime, Inquisit, Presentation, SPSS, and MATLAB, and uses QSates software for real-time EEG-derived cognitive state classification (engagement, workload, difficulty, fatigue).

MindMetriks runs four revenue streams: (1) professional neuromarketing research services (brand, advertising, packaging, point-of-sale, UX) on a project-by-project quote basis; (2) scientific hardware sales and rentals (Eye Trackers, EEGs, GSR sensors) to universities and research companies; (3) online self-service platforms (FaceCodingOnline.com, NeuroLabOnline.com, ImplicitMind.com) enabling remote studies; and (4) the MindMetriks Academy, offering 12+ Master's programs and 200-hour certified courses at €600 (€480 discounted) with triple international certification (UK, Spain, Colombia) and up to 30% scholarships. Distribution is field-led enterprise sales supplemented by regional partners in 25+ countries. The firm is led by founder and CEO Luis Fernando Rico Navas, has no disclosed external institutional funding, and reports consultants drawn from prior senior roles at Procter & Gamble, Coca-Cola Femsa, Quala, and Nutresa.

Name

MindMetriks

Legal name

MINDMETRIKS COLOMBIA SAS

Website

https://mindmetriks.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

MindMetriks is a Bogotá-based neuromarketing and consumer neuroscience firm founded in 2011, offering biometric research services, scientific hardware distribution, proprietary online analysis platforms, and an academy serving brands, universities, and research institutions across 25+ countries.

Ownership category

akta.pro rank

Product category

Neuromarketing Research and Consumer Neuroscience Services

NAICS

Marketing Research and Public Opinion Polling (54191), Other Scientific and Technical Consulting Services (54169)

SIC

Services-Testing Laboratories (8734), Electromedical & Electrotherapeutic Apparatus (3845)

akta.pro primary industry

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

akta.pro secondary industry

Neurological Monitoring (EEG, Seizure/Sleep/Neuro Wearables) (HLAHACAE)

Keywords

• Neuromarketing research services
• Eye tracking technology
• Consumer neuroscience
• Facial coding analysis
• Biometric market research

Headquarters

HQ city

Bogotá

HQ country

Colombia

HQ region

Latin America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Neuromarketing Research Services: Market research studies using neuromarketing techniques including Eye Tracking, Face Coding, EEG, and consumer behavior analysis for brands and companies.
2. Scientific Technology Sales: Sale of Eye Trackers (SMI, Tobii), EEGs, GSR sensors, biometric devices, and specialized software for neuromarketing, psychology, and neuroscience laboratories.
3. Technology Rental: Rental of Eye Trackers, EEGs, and biometric equipment for universities, research companies, and enterprises.
4. Educational Programs: Online Masters and certified courses in Neuromarketing, Neurocommunication, Neuroleadership, and related fields with triple certification (UK, Spain, Colombia) and up to 30% scholarships.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

MindMetriks is a neuromarketing and neuroscience company that delivers consumer behavior research studies using biometric tools (Eye Tracking, Face Coding, EEG, GSR). It sells and rents scientific laboratory equipment (Eye Trackers, EEGs, biometric sensors), operates proprietary online analysis platforms (Face Coding Online, Neuro Lab Online, Implicit Mind), and runs an academy offering online masters and certified courses in neuromarketing and related fields.

Product overview

MindMetriks is a comprehensive Neuromarketing and neuroscience technology and services company operating as a platform combining professional research services, scientific technology equipment sales/rentals, online biometric analysis platforms, and an educational academy. The core service offering consists of Neuromarketing studies (including NeuroShopper, Neuro Segmentation, UX/Usability, and Neuro Strategic Consulting), delivered alongside proprietary and partnered technology platforms: Face Coding Online (facial expression analysis), Neuro Lab Online (remote biometric studies), and Implicit Mind (IAT and Deep Voice). The company also sells and rents scientific hardware including Eye Trackers (SMI and Tobii), EEGs (Wearable Sensing DSI series), and GSR/biometric sensors, and distributes the I-Motions biometric integration platform. The MindMetriks Academy offers over 12 Master's degrees and multiple certification courses with triple international certification. All offerings are tied together through proprietary methodologies that integrate traditional qualitative and quantitative research with neuroscientific biometric tools.

Differentiator

Problem solved

Functional benefit

Brands

• FaceCodingOnLine: Online platform for facial expression analysis and eye tracking services
• Neuro Lab Online
• Implicit Mind
• NeuroSensory Lab Limited

Products and services

• Neuromarketing Research Services

Quantifiable outcome

• Methodologically comparable/standardized studies across Latin America for regional clients
• +1 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration19 records

AI capability6 records

Feature6 records

Partnerships

Three partnerships are on record, tiered core.

• SMI (SensoMotoric Instruments)coreTechnology or IntegrationGerman manufacturer of scientific Eye Trackers. MindMetriks is a distributor and training partner representing SMI products in Latin America. Products include Eye Tracking Glasses (ETG 60Hz), Portable Eye Trackers (RED N series), Fixed Eye Trackers (RED 250Hz-500Hz), and Virtual Reality Eye Tracking for Oculus.
• Wearable SensingcoreTechnology or IntegrationCalifornia-based company specializing in EEG devices with dry electrodes and wireless technology. Provides DSI 24 (24-channel) and DSI 7 (7-channel) systems developed with Quasar technology for military applications. Ideal for neuromarketing, neuroscience, and neurofeedback laboratories.
• NMSBA (Neuromarketing Science & Business Association)coreOthersIndustry association headquartered in Netherlands. MindMetriks is the only company accredited in Colombia, Mexico, Ecuador, Argentina, and Peru since 2014. Provides methodology standards and industry recognition for neuromarketing practices.

Scale indicators6 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Realeyes: Emotion AI company measuring audience attention and emotion via webcam-based facial coding for advertisers. Directly competes with MindMetriks' Face Coding Online offering in the ad-effectiveness and emotion-measurement category.
• Neurensics: Latin American-founded neuromarketing agency with presence in Brazil, Mexico and beyond, offering EEG, eye tracking, and facial coding research. The most direct regional competitor to MindMetriks given overlapping geographies and service offerings.
• CoolTool: Full-service neuromarketing agency combining implicit response testing, eye tracking, biometrics, and surveys for brand and advertising research. Closely matches MindMetriks' integrated service portfolio and platform approach.
• Walnut Unlimited: UK-based consumer neuroscience and human understanding agency combining implicit testing, biometrics, and behavioral research for advertisers. Closely comparable offering profile, especially for MindMetriks' UK and EU presence.
• NeuroInsight: Global neuromarketing research firm offering EEG-based consumer insights for advertisers and brands. Directly comparable to MindMetriks' neuroscience-based research services, though NeuroInsight is larger and more established in the US/UK/Australia.
• SPARK Neuro: US-based full-service neuromarketing and neuroanalytics firm offering EEG, biometrics, and facial coding for brand, advertising, and entertainment clients. Comparable multi-modal biometric research services for enterprise advertisers.

Broad incumbents

• Tobii Pro: Global leader in eye-tracking hardware and software for research and consumer insights. MindMetriks is a LatAm distribution partner for Tobii; Tobii Pro is also an indirect competitor when targeting enterprise research buyers directly.
• Smart Eye (Affectiva): Public emotion-AI company (Smart Eye acquired Affectiva) providing facial expression and emotion analysis for automotive, media analytics, and advertising use cases. Larger, broader incumbent overlapping with MindMetriks' Face Coding capabilities.
• System1 (formerly BrainJuicer): Global consumer insight and advertising effectiveness firm built on neuroscience and behavioral science methods. A broader incumbent with overlapping methodology and advertising-research customer base.

Emerging players

• iMotions: Biometric research platform combining EEG, eye tracking, GSR, and facial coding for academic and commercial research. Both a technology partner and adjacent competitor to MindMetriks in the integrated biometric analytics category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/mindmetriks
• Xx.com/MindMetriks
• Facebookfacebook.com/Mindmetriks

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

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 MindMetriks