True Impact was founded in 2012 in Toronto, Canada. We help create human-friendly brand experiences.

Using consumer neuroscience research and other tools, we look for objective insights into customer emotion. Understanding emotion is the first step into creating experiences that are relevant and memorable.


Average Percent Increase

on Conversion Rates


Hundred+ Ads Tested, Including

Video, Print and Digital


Years of Neuromarketing

and Neuroscience Experience

Leadership Team

Diana Lucaci - True Impact Founder CEO

Diana Lucaci

Diana Lucaci is the Founder and CEO of True Impact, Chair of the Neuromarketing Science and Business Association (NMSBA, 2012-2018 term), Committee Member of the Standards Council of Canada and winner of the Best in Class research award, from the Marketing Research and Intelligence Association (MRIA).

Diana’s mission is to drive business growth through brain science, having partnered with Canada Post, Nissan, General Motors, Colgate-Palmolive, Yahoo Canada, Miller Coors and many other organizations. She holds a degree in Neuroscience and Psychology from the University of Toronto.

Vuk Pavlovic - True Impact Research Director

Vuk Pavlovic

As Research Director, Vuk Pavlovic drives the success of all our consumer neuroscience studies.  From study design to future directions, Vuk  ensures research of the highest quality promoting brand strategy through solutions and exploration.

Vuk joined True Impact in 2014 with 5 years of experience in Bioinformatics Research and over 10 years in Branding and Design. Winner of the ‘Best New Speaker’ Award at IIeX 2017 in Amsterdam, Netherlands, Vuk maintains the importance of communicating science, turning studies into stories into more. Always bridging the gap between tech and humanity, Vuk earned an Honors Bachelors of Science from the University of Toronto, specializing in Biotechnology, along with Biology and Anthropology Minors.

Ferdinand Ephrem - True Impact Technology Director

Ferdinand Ephrem

As the Science and Technology Director, Ferdinand brings a wealth of experience in Brain Computer Interaction (BCI), Management Information Systems, Consulting, Project Management and User Experience. He holds a graduate degree in Management Information Systems and Human-Brain Computer Interaction, and has more than 13 years of consulting expertise.

During his multidisciplinary career he has coordinated and implemented Extensive Information Technology projects. He is involved in several studies with EEG, Eye Tracking and physiological data, coordinating and developing solutions used within research or industrial projects.

Let’s Connect.

    * Industry