What B SIDE does

B SIDE SRL is an Italian neuromarketing laboratory headquartered in Bologna (Via San Donato 169) that sells evidence-based testing of marketing communications to enterprises and communication agencies. The company is registered as an Italian innovative startup (SRL, P.IVA 03976451207, share capital €10,000) and was capitalized in 2022 via a POR FESR grant used to build its controlled-environment laboratory. Its delivery model is custom, project-based consulting under multi-year contracts, priced per engagement with no publicly disclosed rates.

The laboratory operates an integrated neuro-psycho-physiological measurement stack: EEG for cognitive activation analysis, fixed Eye Tracking for visual behavior and gaze-path mapping, GSR (electrodermal activity) for emotional arousal, and proprietary Facial Expression Analysis software for real-time micro-expression interpretation. These signals are combined in controlled in-lab sessions at the Bologna facility or on-site at client premises. Services are organized into four modules — NEUROBRANDING (logos and brand identity), NEURODIGITAL (websites, e-commerce, social), NEUROPACKAGING (packaging and shelf testing), and NEUROCREATIVITY (advertising, video, presentations) — plus applied research collaborations (e.g., the 2WATCH AI-vs-real advertising study and the WOW Gender Gap Observatory).

The go-to-market is enterprise field sales and sales-led consulting: outreach via thought-leadership blog content, case studies, Italian press coverage, a monthly newsletter, and industry events. Named clients include Caprari (water management, B2B), Despar Nord/Aspiag (retail/grocery, multi-phase), 2WATCH (media), Women Motor / WOW (women's empowerment), and Omnicom MediaGroup Italia and Gas Sales Energia as listed clients. Delivery is supported by a partner ecosystem — Tecnostudi for referral and implementation, Inch Studio for creative translation, and Eumetra for traditional market research — that allows B SIDE to bundle neuromarketing with downstream execution. Operations are confined to Italy, with no disclosed international expansion.

Name

B SIDE

Legal name

B SIDE SRL

Website

https://b-sidelab.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

B SIDE is a Bologna-based Italian neuromarketing laboratory that uses EEG, Eye Tracking, GSR and facial expression analysis to test marketing communications for enterprises and communication agencies, delivering evidence-based consulting under four service modules (Neurobranding, Neurodigital, Neuropackaging, Neurocreativity).

Ownership category

akta.pro rank

Product category

Neuromarketing Research Services

NAICS

Marketing Research and Public Opinion Polling (541910), Marketing Consulting Services (541613)

SIC

Services-Advertising (7310)

akta.pro primary industry

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

akta.pro secondary industries

Customer Experience (CX) & Voice of Customer (NPS/CSAT, Journey Research) (MPAAALAH), Brand Experience (BX) & Service Design (BPAFAEAI)

Keywords

• Neuromarketing research
• Consumer neuroscience
• Biometric marketing testing
• EEG eye tracking research
• Communication effectiveness testing

Headquarters

HQ city

Bologna

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Neuromarketing Consulting Services: B SIDE generates revenue through fee-for-service consulting engagements, providing neuromarketing research and analysis to agencies and enterprises. Services are customized per engagement and cover Neurobranding, Neurodigital, Neuropackaging, and Neurocreativity verticals. Pricing is quote-based and not publicly disclosed.
2. R&D Funding (POR FESR): As an innovative startup, B SIDE has accessed European POR FESR funding for the creation of their neuromarketing laboratory, including purchase of research instruments, staff training, and development of scientifically validated research methods and protocols.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

B SIDE operates a neuromarketing laboratory that delivers evidence-based research services to enterprises and communication agencies. Through four service modules — NEUROBRANDING, NEURODIGITAL, NEUROPACKAGING, and NEUROCREATIVITY — the company uses EEG, Eye Tracking, GSR, and Facial Expression Analysis to measure consumers' unconscious cognitive, emotional, and visual responses to marketing stimuli, enabling clients to predict and optimize the effectiveness of branding, digital experiences, packaging, and advertising before market launch.

Product overview

B SIDE is a neuromarketing laboratory offering four primary service modules (NEUROBRANDING, NEURODIGITAL, NEUROPACKAGING, NEUROCREATIVITY) that utilize proprietary lab instrumentation including EEG, Eye Tracking, GSR, and Facial Expression Analysis software. The company provides consulting services for both agencies and enterprises, conducting evidence-based tests on communicative elements to predict marketing effectiveness before market launch.

Differentiator

Problem solved

Functional benefit

Products and services

• NEUROBRANDING Neuromarketing research service that tests brand logos and identity materials to evaluate pleasantness, memorability, and visibility for the target audience.
• NEURODIGITAL Neuromarketing testing service for digital properties including websites, e-commerce platforms, and social media, evaluating user experience and customer journey effectiveness.
• NEUROPACKAGING Neuromarketing analysis service for product packaging, measuring attention capture, memorization, and competitor recognition at retail environments.
• NEUROCREATIVITY Neuromarketing service for evaluating advertising campaigns, spots, and presentations to verify they communicate intended messages effectively.
• Neuromarketing Lab Services In-house laboratory equipped with EEG, Eye Tracking, GSR, and Facial Expression Analysis software for conducting controlled neuromarketing research studies in Bologna, with on-site client testing also available.

Quantifiable outcome

• Over 80% reliability in predicting market outcomes compared to traditional declared preference methods
• +5 more outcomes

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Tecnostudi (Comunicazione)coreStrategic or Co-development PartnerTecnostudi is B SIDE's partner communication agency for cases where the enterprise client does not have an existing agency for their communication. B SIDE activates a synergy with Tecnostudi to ensure correct application of neuromarketing research results, providing a complete and effective marketing and neuromarketing approach through a single reference partner that accompanies the client through all implementation phases. Tecnostudi's art director also designed the 10 logo alternatives tested in B SIDE's own brand identity selection.
• Inch StudiocoreStrategic or Co-development PartnerInch Studio, led by creative director Paolo Guglielmoni, partnered with B SIDE on the multi-phase Despar Nord brand refresh project. The collaboration follows a formula combining B SIDE's scientific measurement with Inch Studio's creative vision, enabling the construction of a coherent and powerful brand narrative. B SIDE provided biometric verification of existing communication assets while Inch Studio translated the findings into creative strategy.
• EumetraminorStrategic or Co-development PartnerEumetra market research institute collaborated with B SIDE on the Despar Tribù app restyling project. Eumetra contributed market research expertise to complement B SIDE's neuromarketing analysis of user navigation patterns, cognitive load, and emotional responses during app task execution.
• WOW – Women MotorminorStrategic or Co-development PartnerB Side collaborated with WOW – Women Motor (annual women's empowerment event organized by the Comune di Imola at the Autodromo Enzo e Dino Ferrari) on a gender gap observatory project involving 200 workers in Emilia-Romagna, measuring unconscious mental resistances underlying gender inequality using Implicit Association Tests (IAT).
• 2WATCHminorStrategic or Co-development Partner2WATCH partnered with B SIDE on a study comparing real vs. AI-generated food and beverage advertisements. 2WATCH provided AI-generated reproductions of three real advertisements, which B SIDE then tested against originals using EEG and biometric instruments to measure how the brain perceives authentic vs. artificial creative content.
• Omnicom MediaGroup ItaliaminorOthersOmnicom MediaGroup Italia is listed among clients who trust B SIDE, alongside Gas Sales Energia, Despar, and Caprari. The nature of the relationship appears to be a client/vendor relationship for neuromarketing research services rather than a formal partnership.

Scale indicators7 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• iMotions: Biometric research platform integrating EEG, Eye Tracking, GSR, facial expression analysis, and other sensors in one environment. Mirrors B SIDE's multi-modal neuro-psycho-physiological stack and serves academic and commercial research buyers globally.
• NeuroInsight: Neuromarketing research firm applying brain-imaging methodologies (notably Steady-State Topography) to evaluate advertising and communications. Direct competitor in the applied-neuroscience-for-marketing space, with overlapping client base of brands and agencies.
• Neurons Inc: AI-powered neuromarketing platform that predicts consumer attention, cognition, and emotion in response to ads and brands using a combination of neuroscience and machine learning. Direct competitor to B SIDE in pre-launch creative and brand-effectiveness validation.
• Realeyes: Attention and emotion-measurement company using webcam-based facial coding to evaluate advertising creative. Closely comparable to B SIDE on the emotion/attention measurement layer and on serving brand and agency clients with pre-launch ad effectiveness studies.
• Affectiva (Smart Eye): Emotion AI / facial expression analysis technology company (now part of Smart Eye). Provides the same webcam-based facial analysis modality B SIDE uses, applied to advertising and media research, making it a technology-overlap competitor and potential platform substitute.
• Walnut Unlimited: Applied-neuroscience and behavioral research agency (formerly BrainJuicer) focused on measuring the emotional impact of brands and communications. Comparable to B SIDE in using scientific methods to predict marketing effectiveness for enterprise and agency clients.

Emerging players

• System1: Creative effectiveness platform measuring emotional response to ads (formerly BrainJuicer / Orbital). Overlaps with B SIDE on the agency-side pre-launch ad effectiveness and brand-tracking workflow.
• Tobii Pro: Leading eye-tracking hardware and research solutions provider. Supplies the underlying fixed eye-tracking capability B SIDE uses and competes in the same research-buyer market for attention and gaze-based advertising research.

Broad incumbents

• Crowd Emotion (Ipsos): Ipsos-owned facial coding and emotion analytics business for advertising research. Provides B SIDE comparable emotion-measurement capabilities but distributed through Ipsos's global market research infrastructure and broader service portfolio.
• Ipsos: Global market research incumbent with growing neuroscience and behavioral science capabilities (including via Crowd Emotion). Competes with B SIDE for large enterprise marketing-research budgets through a much broader portfolio of services.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/b-side-neuromarketing-lab

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 B SIDE