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Neuromarketing and the User Experience
Neuromarketing and the User Experience
Neuromarketing and the User Experience
Neuromarketing and the User Experience
Neuromarketing and the User Experience
Neuromarketing and the User Experience
Neuromarketing and the User Experience
Neuromarketing and the User Experience
Neuromarketing and the User Experience
Neuromarketing and the User Experience
Neuromarketing and the User Experience
Neuromarketing and the User Experience
Neuromarketing and the User Experience
Neuromarketing and the User Experience
Neuromarketing and the User Experience
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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 …

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".

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  • 1. Neuromarketing and the User Experience<br />Dan Berlin, MBA, MSHFID<br />Sr. Research Associate, OTOinsights<br />October 29, 2009<br />
  • 2. Agenda<br />
  • 3. Cognitive Bias<br />
  • 4. Quantemo<br />“Quantifying Emotion” Optimize every interaction with customers in a way that establishes positive emotional responses.<br />Patent Pending<br />
  • 5. Quantemo Methods<br />
  • 6. Quantemo Researcher View<br />Real-Time Emotional Data <br />(Facial Recognition)<br />Real-Time Sociomotor Data<br />(Eye-Tracking: Gaze Track, Heat Maps, &amp; Click Tracking)<br />Real-Time Physiological Data<br />(Heart Rate, Respiratory Rate, &amp; Galvanic Skin Response)<br />Real-Time Neurological Data<br />(EEG)<br />6<br />
  • 7. Quantemo Design Validation Results<br />
  • 8. Quantemo Usability Results<br /><ul><li>QPI drops to lowest point in study (-6.8) when subject fills out address information.
  • 9. Subject only took 5 seconds to find “Contact” Link and “Form” Link
  • 10. QPI dropped to -.8 during this time</li></ul>-6.8<br />
  • 11. Emotional Connection<br />
  • 12. Quantemo Emotional Results - PrEmo<br /><ul><li>Concept 1 elicits boredom
  • 13. Concept 2 elicits more satisfaction, joy and fascination</li></li></ul><li>Detailed Emotions<br />
  • 14. Eye Tracking – Heat Map<br />Few CTA views<br />More CTA views<br />12<br />
  • 15. Eye Tracking - Fixations<br />CTA was looked at quicker…<br />…and longer<br />13<br />
  • 16. Secondary Research<br />White Papers Published:<br />Social Media for Marketing: An Analysis of Digg.com Engagement and User Behavior <br />Implications of User Engagement with Search Result Pages<br />Emotion, Engagement and Internet Video<br />Player Engagement and In-Game Advertising<br />Serious Games for Marketing<br />Upcoming:<br />User Generated Content<br />User Interactions with Yahoo! RAIS<br />http://www.onetooneinteractive.com/otoinsights/research-studies/<br />
  • 17. Thank You!<br />15<br />

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