Measure Physiological And Neural Signals
Customers are notoriously unreliable when describing their preferences or decision-making processes, but measuring their nonconscious signals can provide that insight. The advantages of using biosensor technologies to measure attention, emotions, and engagement are obvious: added value for products and services for the buyer, and increased return on investment for companies. iMotions combines the full scope of consumer neuroscience tools in one platform; facial coding, eye tracking, and biometric data like heart rate, galvanic skin response, and EEG to measure brain activity.
Quantify The Perception of Your Brand
Recall, or how well people remember a brand, is difficult to quantify. Complementing questionnaires with behavioral data like eye tracking can help you ensure brand awareness by highlighting how visual elements can be improved. Simultaneously combine gaze patterns with brain-based measurements, facial expression analysis, and perspiration data to gain insight into customers’ motivations, preferences, and decisions. These signals can help inform creative advertising, product development, pricing, and other marketing areas.
See Which Content Gets The Attention
Avoid having millions slip away on your next ad campaign. Biometric data validates if your audience is excited, interested, distracted, or bored before your creative goes live. No longer are you limited by the logistics of focus groups or survey questions.
User Experience Testing
Use iMotions to simultaneously capture visual attention, behavioral annotations, physiological responses, and emotional reactions. With screen-based eye tracking, you can see heatmaps, areas of interest, and navigation paths. Facial expression analysis will tell you about users’ emotional expressions in response to the content, and GSR can let you know if an emotional connection was made. Combined these will diagnose user pain points and determine how to avoid them.
Determine the impact of user interfaces on task completion and user preference. Do A/B Testing for pages and buttons and evaluate conversions. Understand visual attention and scrolling/browsing patterns and diagnose confusion areas in-app and measure engagement levels in mobile experiences.
See What People are Doing and Why
Studying consumer behavior should happen where customers shop, from e-commerce to in-store. Equip participants with eye tracking glasses as they browse the shelves, or test their concentration, frustration, or eye movements as they navigate through an e-commerce checkout process. All that data is synced and visualized in iMotions for further analysis.
Survey Design and Integration
Whether you are developing prototypes, optimizing packaging, or conducting unboxing studies, your end users’ feedback is invaluable. The built-in iMotions Survey capability provides flexible tools to design a questionnaire with images, likert scales, multiple choice or text input answers to triangulate participants’ stated answers with nonconscious responses from biosensors. The iMotions Survey Tool is always included with your software license, so survey integration is easy.
Dig Deeper And Deliver Crucial Results
To stay ahead with new consumer neuroscience technologies, market researchers need to familiarize themselves with the biosensors and devices used in neuromarketing methodologies. To start with, join forces with neuromarketing companies interested in exchanging market research skills with you. We can establish contact through our customer community. Or join the iMotions Academy where you can gain practical knowledge in analyzing data with biosensors.
