Academia
Business and Marketing Lab
iMotions enables you to complement traditional marketing research and consumer testing tools by integrating state-of-the-art sensors with user-friendly software. Our solutions can be used to explore biases and heuristics, study implicit processes that influence perception, and understand decision-making and purchasing patterns. iMotions software supports academic business and marketing research at over 100 different research groups in over 40 countries.
How the Lab Works
iMotions Core is the foundation of any iMotions Lab. Our software runs on a PC computer and includes easy-to-use study design, multimodal data collection, and data analysis.
- Study Design: Our easy-to-use Study Builder makes executing your study straightforward.
- Surveys: You can use our built-in survey tools or integrate external survey builders (such as Qualtrics), allowing you to compare self-report data to the implicit reactions you measure.
- Data Collection and analysis: External hardware and multiple camera feeds can be connected to and synchronized in iMotions, providing a rich, in-sync tapestry of data for analysis. Core includes customizable annotations and intuitive visualization of multiple channels of data.
- Easy Exports: Physiological metrics generate a lot of data, but you do not need a data scientist to get practical insights. Our exports are compatible with many analysis tools marketers are already familiar with.
Feature Highlights
The Business & Marketing Lab can be used to understand decision-making, preferences, and biases.
Track Attention
With eye tracking, you can follow where your participants are looking and understand what they are looking at, when, and how often. Eye tracking can be visualized with heatmaps and gaze paths.
Explore Emotions
Our facial expression analysis and voice analysis modules (powered by Affectiva and audEERing, respectively) automate emotion detection so that you do not have to spend hours scoring videos or audio files.
Capture Arousal
Arousal metrics reflect changes in the participants’ nervous system, which are not under conscious control. Galvanic skin response (GSR) measures changes in perspiration on the hand or feet, which reflects our levels of arousal.
Does your study design require participants to move around? No problem. Ask us about ECG or Respiration modules.
Quantify Cognition
Ready for more advanced techniques? iMotions supports EEG for those interested in frontal asymmetries and power spectral densities. Our R notebooks simplify these complicated analyses.
Applications in Business and Marketing Research
Marketing
Consumer Behavior Analysis
Capture real-time emotional responses during product interactions. Biosensors, such as GSR and eye-tracking, help researchers understand subconscious preferences and decision-making processes of consumers, going beyond the explicit metrics that traditional surveys provide.
Digital Marketing and Usability Testing
Optimize marketing campaigns or website UX by using facial expression analysis and GSR to gauge excitement and eye tracking to track engagement. Biometric digital marketing research and UX testing can be conducted on-site or remotely, so you can understand what drives consumer decision-making at the convenience of your study participants.
Sustainability and Ethical Marketing
Determine whether your messaging and branding is reaching your conscious consumers. Guide consumers to make environmentally friendly decisions supporting circular economies, local produced products or responsibly-sourced products.
Behavioral Economics
Behavioral Interventions
Understand the cognitive biases and heuristics that underlie consumer decisions. You can investigate interventions that help consumers make environmentally friendly choices, opt for cost-effective alternatives, or adopt healthier behaviors and understand the nonconscious processes that contribute to these behaviors.
Decision Making
Explore emotional underpinnings of loss aversion, anchoring effects, and confirmation bias. Understand how attention changes with decision fatigue or how risk perception and risk-taking alters arousal.
Neurofinance and Neuroforcasting
Financial Decision-Making
Evaluate how various demographics respond to risk and make financial decisions. Exploring what people say and using voice analysis to study how they say it, could be used to understand the emotions experienced while making investment choices.
A Versatile Platform
We can help you figure out the best set-up for your current research questions and resources. iMotions is flexible. As your research progresses and your analyses become more complex or your resources change, your designated Customer Success Manager can help you adjust your customized iMotions Business and Marketing Lab to your upcoming needs.
In-Lab Controlled
Environments
Online Testing
Virtual
Environments
Mobile Studies
Remote Data Collection
No space? No problem.
iMotions Remote Data Collection allows you to conduct eye tracking, facial expression analysis, voice analysis and respiration studies with respondents wherever they are, whenever it suits them. This allows you to gather data from various geographical locations and enhances participant accessibility and inclusivity. Being able to collect data remotely often leads to larger sample sizes and greater diversity, improving the generalizability of your results. Remote Data Collection is a secure way to reduce lab-related logistics and costs while fostering a flexible and adaptive research environment.
Support and Training
All customers receive onboarding and training in using the software by our product experts.
Consultation & Demo before buying
We always make sure you are getting the right setup for your needs
Help center and Dedicated Support
Extensive help center with easy to follow articles and on-call product experts all days of the week.
Consultancy
All users have a dedicated Customer Success Manager who helps you get started using the software and can assist with additional training.
iMotions Academy
Become Certified in using iMotions in our 5 day intensive academy.
Our support staff works out of Copenhagen and Boston and have extensive experience using iMotions for research.
Business and Marketing Lab
All options include
- Support with 24h SLA
- Customer Support Manager
- Access to help articles, videos and demo studies
- Frequent software updates and improvements
Prices reflect examples for various lab setups excl. hardware. Customize to fit your budget and needs.
Shown prices are for Academic licenses.
Basic
Designed for measuring advertising effectiveness.
- Heatmaps/Gaze Paths etc.
- Emotions Metrics
- Attention Metrics
- Arousal Metrics
Package includes
CoreEye TrackingFEAEDA / GSRCSP