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 Didn't Know They Needed".

Design Tecnologia Negócios

Neuromarketing and the User Experience Dan Berlin, MBA, MSHFID Sr. Research Associate, OTOinsights October 29, 2009

Quantemo “Quantifying Emotion” Optimize every interaction with customers in a way that establishes positive emotional responses. Patent Pending

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

Quantemo Usability Results ,[object Object]

Subject only took 5 seconds to find “Contact” Link and “Form” Link

Quantemo Emotional Results - PrEmo ,[object Object]

Concept 2 elicits more satisfaction, joy and fascination,[object Object]

Eye Tracking – Heat Map Few CTA views More CTA views 12

Eye Tracking - Fixations CTA was looked at quicker… …and longer 13

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Neuromarketing and the User Experience

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

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.

13.

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

Neuromarketing and the User Experience

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