Eye tracking, EEG, GSR, facial expression coding, heart rate, traditional market research or psychological testing: All of these are great tools to capture consumer reactions to stimuli, like product packaging, usability or perception of an ad. But how and where does this actually work?
Neuromarketing research methods can help entrepreneurs, product developers and marketers with decision-making and recommendations for marketing campaigns, product and service development, as well as introducing new innovations into the market. Since the coverage of these methods is extremely wide-ranging, it is most optimal to have solutions for both mobile and stationary research setups. A remote setting in a lab environment makes it possible to present stimuli, surveys, and set up complex block design or randomization, allowing for traditional study methodology to be combined with physiological measurement methods.
Use Integrated software for stimuli and recordings
Conducting biometric research has been possible for quite awhile. However, it has never been as easy and powerful as it is now. Sensor combinations and stimuli presentations, that formerly required several software tools, now is possible in a single software platform.
Use real time synchronization
Not only is it easier to integrate different sensor data, synchronization can now happen automatically and in real time. What is really unique about this is that the researcher can sit wherever, even on a different continent, and observe all different sensors inputs live concurrently with stimuli displayed or as a user is going through a task.
Combine self-reporting with emotional data
Traditional methods such as surveys and interviews can fully be integrated into software platforms and their data can be correlated with emotional data from biometric sensors. While a respondent is completing a survey he can be wearing an eye tracker or an EEG headset, and the data captured can easily be correlated to traditional measures.
Live observations and marking
Researchers can now observe studies in real time. Seeing the synchronized data flow in real-time is a powerful way to not only see impact, but also validate that the data generated is of high quality. In addition, adding live markers at the data collection time adds structure to the collected information and saves many hours in the analysis phase.
Use easy to use software
The process of setting up studies for data collection, synchronizing data, exporting, segmenting and analyzing data, and testing for statistical significance can be very complicated. However, newer tools are making this much simpler and accessible for a broader set of researchers. Executing studies is easier and analyzing data is much easier due to it’s organized nature, making it quicker to drive important conclusions.