Archive for the ‘Emotion Response Analysis’ Category
In November we conducted a study which aimed to look at the physiological responses of the brain of participants’ during a game of playing poker. The study recruited six males, two who were deemed ‘expert players’, two ‘intermediate players’ and two ‘beginner players’. Each player was asked to sign into their own Party Poker account and play 40 minutes of poker.
EEG headsets were used to measure the physiological responses and the output was viewed using special software to allow the viewing of engagement, frustration, and long and short term excitement. This was then coordinated with the players game to allow insight into their emotional reactions to certain events within the game. The players also had to answer a few questions straight after their session on their experience.
This study was designed to provide results for a content project with poker brand PartyPoker called Your Brain On Poker. The content is an interactive graphic which provides details on the brain’s activity during certain stages in poker at differing skill levels.
- There were some reactions which were universal across players, such as an increase in levels of excitement when winning a hand or increase in frustration when losing.
- Expert players preferred to play more than one table at once. Playing multiple tables led to an increase in levels of excitement when required to play their turn on all tables at once.
- When intermediate players were required to take their turn on more than one table, they experienced an increase in levels of frustration rather than excitement.
It was a battle of the brands that cost £8k a second just to take part. As Marcus Collins and Little Mix cried their way through Sunday’s final, the real competition was being fought between the Christmas adverts jostling for top spot in the UK’s most expensive TV advertising slot.
Using innovative testing technologies to track eye movement and monitor subliminal, emotional response, we recorded how each brand’s advert rated during the final break before Little Mix was announced winner.
It’s been a bumper year for emotional Christmas offerings, but those that paid for top billing were Estee Lauder, HMV, Currys/PC World, M&S and KFC, as well as adverts for a Coldplay concert and ITV’s Christmas Special of Downton Abbey.
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Forget the singers grasping for stardom, the real battle of the X Factor final this year will be between the adverts. The break before the winner is announced on Sunday’s live final is the most expensive in the UK with slots selling for £8k per second.
Which mini masterpiece will come out on top? Can John Lewis’ headline-grabbing Christmas tale tug the heartstrings? Will the conclusion of M&S’s X Factor episodes have viewers hooked? Or can Coca-Cola claim the ultimate prize? Well, we intend to find out.
We’ll track eye movement and monitor subliminal, emotional responses, to record how each advert rates in terms of excitement, interest and, emotional engagement amongst X Factor viewers.
We’ll then analyse each advert’s effectiveness and ascertain which had the most powerful, memorable and engaging impact on each demographic. In short: which advert has the real X Factor with viewers. The results will be announced on Tuesday 13th December.
The final advert break will be played to each research participant in isolation. Via an unobtrusive electroencephalograph (EEG) headset, their underlying brain activity will be recorded to reveal what the user is feeling as well as their levels of engagement, excitement and frustration. Similarly, eyetracking technology will record where they look at any given time and the data correlated with their emotional state.
In short, they will watch the final in the same way as they normally would, without any interruption or outside influence, but they will also be unconsciously giving an honest, realistic and quantifiable critique of the adverts.
Visit back on Tuesday once we’ve analysed the data and revealed which ad had the greatest impact, winning the title of ‘Advert of the Year’.
SimpleUsability were delighted to win the Innovation Award at the Digitally Leeds Awards last night, bringing home a new addition for the trophy cabinet.
Take a look at the recent piece in Marketing Week in which Steve Lee, Jet2.com’s Commercial Director talks about the benefits of usability research.
The article covers the less conventional forms of market research and Jet2’s Commercial Director, Steve Lee states that EEG and eyetracking technology are a useful complement to other research sources as they pick up information that might otherwise be missed.
They can address flaws in traditional surveys, where people are often unwilling to admit to being influenced by marketing messages and are unable to recollect their choices and actions accurately. Lee says these are not necessary less reliable, and that behavioural monitoring techniques are used alongside, not instead of, surveys to build a fuller picture.
“The majority of it is challenging your own ideas of how you should market online. You do not see the wood for the trees all the time. You can have an overall conversion strategy that is successful, but you can always tweak it further and that is where website usability testing comes into play.”