About True Impact

Established in 2012 in Toronto, Canada, True Impact is a leading consumer neuroscience research and strategy firm that enables successful acquisition and retention marketing strategies.

The next generation of market research, non-conscious measurement or neuromarketing research offers objective insights into customer emotion. Understanding emotion is the first step into creating experiences that are relevant and memorable.

Our team of academics, marketers and designers approaches each project with the end goal in mind. We deliver insights that are simple, clear and never-before-seen.

Upon aligning with marketing and corporate objectives, we identify the gap in customer understanding, propose an unbiased research approach and connect the dots for a full 360 degree understanding of the customer.


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.

Frequently Asked Questions

Neuromarketing or Consumer Neuroscience refers to the applications of Neuroscience, Psychology or Behavioural Economics to the business environment, to help improve Marketing and Advertising campaigns. In comparison with the verbal data gathered from a survey or focus groups, neuromarketing data is objective and full of insights directly from the brain.

Billions of dollars are spent every year on media that misses the mark.  It’s time to understand what people really want.

  1. Understand emotional impact of your brand.
  2. Better value & ROI when combined with traditional market research.
  3. Take the risk out of marketing and validate existing product claims.
  4. Improve tracking of marketing programs.
  5. Test multiple advertisements prior to launch.
True Impact utilizes multiple neural and biometric research methods. Brain imaging technologies include functional Magnetic Resolution Imaging (fMRI) and Electroencephalography (EEG). Biometrics include eye-tracking, heart rate variability, skin conductivity. Other research methods we apply are Implicit Association Testing (IAT) and Predictive Eye Tracking (PET).
Neuroscience technology can determine when customers experience positive or negative emotion, encode a brand into memory and pay close attention to the advertisement. With these metrics, we’re able to improve the quality of the communication however the final decision to act remains with the customer.

After serving as Chair on the Neuromarketing Science and Business Association for 6 years (2012-2018), our CEO ensures research conducted at True Impact adheres to the NMSBA Code of Ethics. We also offer non-profit pricing, for organizations that are looking to fundraise more effectively and increase average donation value.

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