The document discusses neuromarketing and user experience, focusing on the quantemo methods for quantifying emotions to enhance customer interactions. It highlights real-time data collection techniques, such as facial recognition and eye tracking, and shares usability results demonstrating the emotional responses elicited by different concepts. Additionally, it mentions published research on user engagement and future studies on topics like user-generated content.

1. Neuromarketing and the User ExperienceDan Berlin, MBA, MSHFIDSr. Research Associate, OTOinsightsOctober 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 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

7. Quantemo Design Validation Results

8. Quantemo Usability ResultsQPI 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 - PrEmoConcept 1 elicits boredom

13. Concept 2 elicits more satisfaction, joy and fascinationDetailed Emotions

14. Eye Tracking – Heat MapFew CTA viewsMore CTA views12

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

16. 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/

17. Thank You!15