Archive for emotion response analysis
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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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.”
With advertising spots costing three million dollars in the famous superbowl commercial breaks, ABC News run a great piece about how EEG in neuromarketing works.
If you look closely, you’ll note that the research participants in this video have to have special sensors glued to their head with many wires connected to a computer. Our brainwave monitor, shown on the right, is wireless, quick to set-up and considerably less invasive.
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Eye tracking a user finding out when the last christmas postage day for a package of known dimensions and also getting an idea of cost. User struggles with terminology (it’s classed as a large letter, not a parcel) and finding out costs once they had learned which size category the package was in. User’s brainwaves were monitored using an modern EEG headset, clearly showing periods of frustration.
Learn more about emotion response analysis for neuromarketing here: http://www.simpleusability.com/services/eeg/
They first watched your eyes and they now read your mind, because observing 70% of the body’s sense receptors through eye tracking just wasn’t enough.
SimpleUsability have just taken delivery of a state of the art EEG Brainwave Monitor to form a new ERA (Emotion Response Analysis) market research service for design testing.
Emotion Response Analysis (ERA) uses the latest in unobtrusive brainwave measurement technology to listen in on the brains natural electrical signals, measuring excitement, frustration and engagement. Given that up to 95% of our brain’s processing occurs in the subconscious these signals are indicators of real feelings and emotions. This will help product designers, web professionals and insight managers to better understand what is really driving decisions and how they can change products to better appeal to their consumers.
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