Neuromarketing and the User ExperienceDan Berlin, MBA, MSHFIDSr. Research Associate, OTOinsightsOctober 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 ViewReal-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 ResultsQPI 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

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

Emotional Connection

Quantemo Emotional Results - PrEmoConcept 1 elicits boredomConcept 2 elicits more satisfaction, joy and fascination

Concept 1 elicits boredom

Concept 2 elicits more satisfaction, joy and fascination

Detailed Emotions

Eye Tracking – Heat MapFew CTA viewsMore CTA views12

Eye Tracking - FixationsCTA was looked at quicker……and longer13

Secondary ResearchWhite Papers Published:Social Media for Marketing: An Analysis of Digg.com Engagement and User Behavior Implications of User Engagement with Search Result PagesEmotion, Engagement and Internet VideoPlayer Engagement and In-Game AdvertisingSerious Games for MarketingUpcoming:User Generated ContentUser Interactions with Yahoo! RAIShttp://www.onetooneinteractive.com/otoinsights/research-studies/

Thank You!15