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.