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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Transcript

  • 1. Neuromarketing and the User Experience
    Dan Berlin, MBA, MSHFID
    Sr. Research Associate, OTOinsights
    October 29, 2009
  • 2. Agenda
  • 3. Cognitive Bias
  • 4. Quantemo
    “Quantifying Emotion” Optimize every interaction with customers in a way that establishes positive emotional responses.
    Patent Pending
  • 5. Quantemo Methods
  • 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
  • 7. Quantemo Design Validation Results
  • 8. Quantemo Usability Results
    • 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
    -6.8
  • 11. Emotional Connection
  • 12. Quantemo Emotional Results - PrEmo
    • Concept 1 elicits boredom
    • 13. Concept 2 elicits more satisfaction, joy and fascination
  • Detailed Emotions
  • 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/
  • 17. Thank You!
    15