Neuroscience Brightens Up the Grey Area of User Feedback

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Presented at SCREENS 2013 in Toronto.
Details at fitc.ca/screens

Until now, Marketers have relied heavily on users’ explicit responses and feedback to mobile applications to determine whether their mobile commerce efforts have hit the mark. However, with so many variables, external expectations and preconceived notions weighing on people’s responses, traditional research methods like focus groups can be notoriously unreliable.

So, Plastic Mobile and True Impact Marketing conducted a study that applied neuroscience to user experience to explore what users actually saw, thought and felt when following the customer journey in three transaction-based mobile applications.

Neuroscience, or the study of the brain’s response to stimuli, shines a light on the grey area of users responses. By determining positive and negative emotions and attentional activation – rather than relying on people to say what they mean without any bias, influence, or other variables altering their true reaction – the study finds new insights into “engagement.”

By connecting sensors to designated areas of the brain, we saw which stages of a mobile transaction elicit positive or negative emotions and which areas received the most attention. The findings can help marketers and user experience designers optimize every precious pixel.

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Neuroscience Brightens Up the Grey Area of User Feedback

  1. 1. Neuroscience Brightens the TH E G R EY AR EA O F M O B I LE US E R FE E D BAC K OCTOBER 2013 Salome Salle hy @salomesallehy salome@plasticmobile.com Diana Lucaci @dianalucaci diana.lucaci@trueimpact.ca
  2. 2. I N T R O D U C T I O N
  3. 3. 15
  4. 4. 15 We Wanted to Understand
  5. 5. 15 We Wanted to Understand How People Really Feel
  6. 6. 15 We Wanted to Understand How People Really Feel About Mobile Apps
  7. 7. 15
  8. 8. 15 So We Went Straight to The Source...
  9. 9. 15 So We Went Straight to The Source... The Brain
  10. 10. N E U R O M A R K E T I N G A B A C K G R O U N D E R
  11. 11. 15 90% of Behaviour is Driven By Emotion
  12. 12. 8 Emotional Vs. Logical Brain
  13. 13. Emotional
  14. 14. Logical
  15. 15. Feel Say Do
  16. 16. Feel Say Do
  17. 17. Feel Say Do
  18. 18. YOU SAY WHAT YOU THINK
  19. 19. BUT ACT ON HOW YOU FEEL YOU SAY WHAT YOU THINK
  20. 20. Neuroscience: fMRI, EEG Biometrics: Facial coding, Eye tracking, GSR
  21. 21. Neuromarketing Neuroscience: fMRI, EEG Biometrics: Facial coding, Eye tracking, GSR
  22. 22. EEG & Eye Tracking Marrying Eye Tracking + EEG uncovers never seen before insights
  23. 23. WHAT’S BENEATH THE SURFACE HOW CAN WE PREDICT BEHAVIOR? HOW CAN WE OPTIMIZE CONTENT?
  24. 24. M O B I L E A N D N E U R O M A R K E T I N G
  25. 25. How We Met
  26. 26. What Does Neuromarketing Mean to Mobile?
  27. 27. Our Hypothesis
  28. 28. What We Did
  29. 29. P I Z Z A P I Z Z A
  30. 30. Four Findings For New Perspective
  31. 31. Every Inch Matters FINDINGS & RECOMMENDATIONS
  32. 32. P I Z Z A P I Z Z A
  33. 33. Findings: Images & prices are areas of focus Recommendations: Prioritize your content P I Z Z A P I Z Z A
  34. 34. 29
  35. 35. Apps Influence Brand Perception FINDINGS & RECOMMENDATIONS
  36. 36. Before
  37. 37. Apps Enhance Brand Affinity After
  38. 38. P I Z Z A P I Z Z A
  39. 39. Findings: For better or worse, apps can change brand perception Recommendations: Do it, but do it right P I Z Z A P I Z Z A
  40. 40. Engage Them When It Counts FINDINGS & RECOMMENDATIONS
  41. 41. P I Z Z A P I Z Z A SOMETIMES THE MOUTH & THE BRAIN DISAGREE -1.0 -0.8 -0.6 -0.4 -0.2 0.2 0.4 0.0 0.6 OPEN APP FIND ITEM SELECT ITEM CHECKOUT ENTER INFO
  42. 42. P I Z Z A P I Z Z A
  43. 43. Findings: The right usability design can even make them love checkout Recommendations: Reduce hurdles at checkout P I Z Z A P I Z Z A
  44. 44. 37
  45. 45. Images Are More Than Just Pretty Pictures FINDINGS & RECOMMENDATIONS
  46. 46. OPEN APP BROWSE/ FIND HOTEL SELECT HOTEL BOOK ROOM CHEC CONF
  47. 47. OPEN APP BROWSE/ FIND HOTEL SELECT HOTEL BOOK ROOM CHEC CONF People respond to certain images
  48. 48. P I Z Z A P I Z Z A
  49. 49. Findings: Utilizing imagery effectively is about more than just making things look nice. Recommendations: Capture and keep your audiences attention. P I Z Z A P I Z Z A
  50. 50. W R A P P I N G I T U P
  51. 51. Your Customers
  52. 52. Your Customers are More
  53. 53. Your Customers are More Than Data
  54. 54. Small Screens Need Prioritization of Content
  55. 55. Get it Right With Good Insights
  56. 56. Enhance Any Experience With The Right Design
  57. 57. Neuromarketing Insights Can Guide Usability
  58. 58. T H A N K Y O U ! D I A N A L U C A C I @ d i a n a l u c a c i d i a n a . l u c a c i @ t r u e i m p a c t . c o m S A L O M E S A L L E H Y @ s a l o m e s a l l e h y s a l o m e @ p l a s t i c m o b i l e . c o m

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