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Neuromarketing and the User Experience

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OTOinsight's MITX presentation titled "Neuromarketing and the User Experience". This is for today's MITX Event (10/29/09) titled "User Experience Techniques: Inspiring Users to Identify What They Didn't Know They Needed".

DesignTechnologieBusiness
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Neuromarketing and the User Experience Dan Berlin, MBA, MSHFID Sr. Research Associate, OTOinsights October 29, 2009
Agenda
Cognitive Bias
Quantemo “Quantifying Emotion” Optimize every interaction with customers in a way that establishes positive emotional responses. Patent Pending
Quantemo Methods
Quantemo Researcher View Real-Time Emotional Data (Facial Recognition) Real-Time Sociomotor Data (Eye-Tracking: Gaze Track, Heat Maps, & Click Tracking) Real-Time Physiological Data (Heart Rate, Respiratory Rate, & Galvanic Skin Response) Real-Time Neurological Data (EEG) 6
Quantemo Design Validation Results
Quantemo Usability Results ,[object Object]
Subject only took 5 seconds to find “Contact” Link and “Form” Link
QPI dropped to -.8 during this time-6.8
Emotional Connection
Quantemo Emotional Results - PrEmo ,[object Object]
Concept 2 elicits more satisfaction, joy and fascination,[object Object]
Eye Tracking – Heat Map Few CTA views More CTA views 12
Eye Tracking - Fixations CTA was looked at quicker… …and longer 13

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Neuromarketing and the User Experience

  • 1. Neuromarketing and the User Experience Dan Berlin, MBA, MSHFID Sr. Research Associate, OTOinsights October 29, 2009
  • 4. Quantemo “Quantifying Emotion” Optimize every interaction with customers in a way that establishes positive emotional responses. Patent Pending
  • 6. Quantemo Researcher View Real-Time Emotional Data (Facial Recognition) Real-Time Sociomotor Data (Eye-Tracking: Gaze Track, Heat Maps, & Click Tracking) Real-Time Physiological Data (Heart Rate, Respiratory Rate, & Galvanic Skin Response) Real-Time Neurological Data (EEG) 6
  • 8.
  • 9. Subject only took 5 seconds to find “Contact” Link and “Form” Link
  • 10. QPI dropped to -.8 during this time-6.8
  • 12.
  • 13.
  • 14. Eye Tracking – Heat Map Few CTA views More CTA views 12
  • 15. Eye Tracking - Fixations CTA was looked at quicker… …and longer 13
  • 16. Secondary Research White Papers Published: Social Media for Marketing: An Analysis of Digg.com Engagement and User Behavior Implications of User Engagement with Search Result Pages Emotion, Engagement and Internet Video Player Engagement and In-Game Advertising Serious Games for Marketing Upcoming: User Generated Content User Interactions with Yahoo! RAIS http://www.onetooneinteractive.com/otoinsights/research-studies/