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Neuromarketing and the User Experience
 

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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    Neuromarketing and the User Experience Neuromarketing and the User Experience Presentation Transcript

    • 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
      • QPI drops to lowest point in study (-6.8) when subject fills out address information.
      • 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
      • Concept 1 elicits boredom
      • Concept 2 elicits more satisfaction, joy and fascination
    • Detailed Emotions
    • Eye Tracking – Heat Map
      Few CTA views
      More CTA views
      12
    • Eye Tracking - Fixations
      CTA was looked at quicker…
      …and longer
      13
    • 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/
    • Thank You!
      15