Archive for neuroscience
When we talk about emotional engagement, we don’t mean ordering an ‘I heart ’ t-shirt and giving the CEO a bear hug, we’re referring to the scientific study of emotions and how they have the starring role in the purchase decisions made by your customers.
Have you ever asked yourself how your users feel while they are using your product or your website?
It makes intuitive sense that if your users have a positive emotional experience on your site they’re more likely to convert from browsers into buyers. Do you know exactly what on you site is converting using emotional equity, and what is failing?
We are irrational beings, and nowhere more so than when we are online and (believe it or not) when we are parting with cash. In fact neuroscientists argue that emotions drive between 90-99% of all decisions we ever make.We have evolved a highly sophisticated subconscious brain that effortlessly deals with the millions of inputs we perceive every second before delivering it to the attention of our conscious brains, via ‘gut’ emotions.Yet the most widely used methods in usability testing often involve asking a user’s conscious brain why it did something. The truth is it simply doesn’t know.
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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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Latest addition to the SimpleUsability team underlines our commitment to evolving our cutting edge market research services that build on our world class eye tracking methodologies.
Lowri Davies joins us from market research agency, McCallum Layton, to pursue her passion for encouraging the use of neuropsychological and biometric measures in market research. She has worked on both qualitative and quantitative projects for clients such as O2, The Co-operative Group, HBOS, Direct Line, Smith & Nephew, Aviva and Business Link.
Guy Redwood, founder of SimpleUsability, commented “Lowri’s background in consumer neuroscience has drawn her to join the more innovative edge of the research industry. It was obvious within minutes of talking to Lowri that her passion for great research made her the perfect candidate for evolving our expanding eye tracking services.”
“The market acceptance of eye tracking as an essential tool for understanding consumer behaviour is rapidly growing. When we’re are recognised as market innovators, it is up to us to find the best talent and place that in an environment focused on remarkable excellence.”