Neuroscience Brightens Up the Grey Area of User Feedback
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. 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. I N T R O D U C T I O N
- 3. 15
- 4. 15 We Wanted to Understand
- 5. 15 We Wanted to Understand How People Really Feel
- 6. 15 We Wanted to Understand How People Really Feel About Mobile Apps
- 7. 15
- 8. 15 So We Went Straight to The Source...
- 9. 15 So We Went Straight to The Source... The Brain
- 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
- 12. 15 90% of Behaviour is Driven By Emotion
- 13. 8 Emotional Vs. Logical Brain
- 14. Emotional
- 15. Logical
- 16. Feel Say Do
- 17. Feel Say Do
- 18. Feel Say Do
- 20. YOU SAY WHAT YOU THINK
- 21. BUT ACT ON HOW YOU FEEL YOU SAY WHAT YOU THINK
- 22. Neuroscience: fMRI, EEG Biometrics: Facial coding, Eye tracking, GSR
- 23. Neuromarketing Neuroscience: fMRI, EEG Biometrics: Facial coding, Eye tracking, GSR
- 24. EEG & Eye Tracking Marrying Eye Tracking + EEG uncovers never seen before insights
- 26. WHAT’S BENEATH THE SURFACE HOW CAN WE PREDICT BEHAVIOR? HOW CAN WE OPTIMIZE CONTENT?
- 27. M O B I L E A N D N E U R O M A R K E T I N G
- 28. How We Met
- 29. What Does Neuromarketing Mean to Mobile?
- 30. Our Hypothesis
- 31. What We Did
- 32. P I Z Z A P I Z Z A
- 33. Four Findings For New Perspective
- 34. Every Inch Matters FINDINGS & RECOMMENDATIONS
- 36. P I Z Z A P I Z Z A
- 37. Findings: Images & prices are areas of focus Recommendations: Prioritize your content P I Z Z A P I Z Z A
- 38. 29
- 39. Apps Influence Brand Perception FINDINGS & RECOMMENDATIONS
- 40. Before
- 42. P I Z Z A P I Z Z A
- 43. 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
- 44. Engage Them When It Counts FINDINGS & RECOMMENDATIONS
- 45. 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
- 46. P I Z Z A P I Z Z A
- 47. 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
- 48. 37
- 49. Images Are More Than Just Pretty Pictures FINDINGS & RECOMMENDATIONS
- 50. OPEN APP BROWSE/ FIND HOTEL SELECT HOTEL BOOK ROOM CHEC CONF
- 51. OPEN APP BROWSE/ FIND HOTEL SELECT HOTEL BOOK ROOM CHEC CONF People respond to certain images
- 52. P I Z Z A P I Z Z A
- 53. 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
- 54. W R A P P I N G I T U P
- 56. Your Customers
- 58. Your Customers are More Than Data
- 59. Small Screens Need Prioritization of Content
- 60. Get it Right With Good Insights
- 61. Enhance Any Experience With The Right Design
- 63. 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