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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".

Neuromarketing and the User Experience

  1. 1. Neuromarketing and the User Experience<br />Dan Berlin, MBA, MSHFID<br />Sr. Research Associate, OTOinsights<br />October 29, 2009<br />
  2. 2. Agenda<br />
  3. 3. Cognitive Bias<br />
  4. 4. Quantemo<br />“Quantifying Emotion” Optimize every interaction with customers in a way that establishes positive emotional responses.<br />Patent Pending<br />
  5. 5. Quantemo Methods<br />
  6. 6. Quantemo Researcher View<br />Real-Time Emotional Data <br />(Facial Recognition)<br />Real-Time Sociomotor Data<br />(Eye-Tracking: Gaze Track, Heat Maps, & Click Tracking)<br />Real-Time Physiological Data<br />(Heart Rate, Respiratory Rate, & Galvanic Skin Response)<br />Real-Time Neurological Data<br />(EEG)<br />6<br />
  7. 7. Quantemo Design Validation Results<br />
  8. 8. Quantemo Usability Results<br /><ul><li>QPI drops to lowest point in study (-6.8) when subject fills out address information.
  9. 9. Subject only took 5 seconds to find “Contact” Link and “Form” Link
  10. 10. QPI dropped to -.8 during this time</li></ul>-6.8<br />
  11. 11. Emotional Connection<br />
  12. 12. Quantemo Emotional Results - PrEmo<br /><ul><li>Concept 1 elicits boredom
  13. 13. Concept 2 elicits more satisfaction, joy and fascination</li></li></ul><li>Detailed Emotions<br />
  14. 14. Eye Tracking – Heat Map<br />Few CTA views<br />More CTA views<br />12<br />
  15. 15. Eye Tracking - Fixations<br />CTA was looked at quicker…<br />…and longer<br />13<br />
  16. 16. Secondary Research<br />White Papers Published:<br />Social Media for Marketing: An Analysis of Digg.com Engagement and User Behavior <br />Implications of User Engagement with Search Result Pages<br />Emotion, Engagement and Internet Video<br />Player Engagement and In-Game Advertising<br />Serious Games for Marketing<br />Upcoming:<br />User Generated Content<br />User Interactions with Yahoo! RAIS<br />http://www.onetooneinteractive.com/otoinsights/research-studies/<br />
  17. 17. Thank You!<br />15<br />

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