Consumers are often unable to accurately articulate their feelings towards a product, advert, or website. 90% of decisions are influenced by nonconscious urges, so consumers themselves aren’t even aware of what drives them.
Measuring brain activity and monitoring eye-movements opens a world of opportunities for improving the consumer experience. A multi-sensing platform such as this allows us to capture an objective measure of consumers’ engagement, attention, and emotional responses. This provides a reliable insight into your consumers’ minds, meaning you can optimise your outputs in line with true customers desires.
To truly understand the consumer experience we need to go deeper into the subconscious mind
Our process follows five stages, each tailored to our clients specific needs;
We tailor our research design to your needs, but first we need to diagnose what those needs are. The consultation meeting is an opportunity for us to discuss areas in which you’d like to see improvement, or how you currently feel your customer behaves. From this we can determine the appropriate research metrics to test in order to achieve the most beneficial outcome for you.
2. Study Design
Based on the on the desired testing metrics identified in the consultation meeting, we apply academic rigor to design a study that will provide the right answers for you. We can conduct qualitative exploratory tests, targeted quantitative tests, or a combination of the two. To give a few examples, the study can be designed to map the customer journey through a website, compare two options with A/B testing, or to conduct competitor benchmarking.
Using state-of-the-art equipment and demographically appropriate participants we conduct hands-on real life experiments, measuring the physiological responses of consumers to your desired stimuli. We use EEG (Electroence-phalogram) devices to monitor the participants’ brain activity, and eye-trackers to monitor their eye-movements.
Our analysis applies sophisticated algorithms to determine the subconscious responses of the participants during the experiment. The key responses we can test for are;
- Cognitive effort
Heatmaps provide an easily digestible overview of the participants’ eye-movement patterns, whilst statistical information of fixation metrics and brain responses provide a deeper picture of the consumers’ behaviour. Armed with this improved understanding of how your customer behaves, or what drives their behaviour, you can apply the findings to ensure that you are appealing to your customers’ true desires.
So get in touch
To arrange a consultation meeting to discover how we can help you to understand your customer better, simply fill up the form: