NEURO
Neuro-Suite | Scientifically-validated and effective tool
NeuroSuite is a scientifically-validated and effective tool
that reveals the emotional impact a message has on consumers, their level of attention, their attraction and interest towards different communication materials and the way these messages and materials influence their behavior.
It consists of 2 research techniques:
Electroencephalography (EEG)
Consumer behaviour
Relies on heuristics and automatic processes that happen below the consciousness level and cannot be detected by traditional research methods. Today, the EEG is capable of identifying brainwaves induced by the electrical activity of neurons through the sensors placed on the scalp, providing valuable information about the emotional state we experience in relation to our world, and the products we interact with.
At Buyer Brain we measure approach vs avoidance reactions
towards a message, product or brand, predicting also whether an ad conveys messages, ideas or values which are self-relevant to consumers and whether customers identify with the persons or situations depicted in the commercials.
Eye-tracking
The story of eye-tracking
Goes as far as 1879, when the first studies on eye movement were conducted through direct observations of the eyes while reading.
Since then…
Eye tracking has become the norm in visual pattern analysis, helping researchers find answers that advance the knowledge of fields like advertising and neuromarketing.
Sursa: https://medium.com
Now we know the answer to questions like:
When do eyes regress to already seen words?
On which words do the eyes stop and for how long?
But we also know the reasons behind a specific type of visual pattern.
What does eye tracking means?
Since 95% of decisions are made at the non-conscious level, eye tracking offers more accurate predictions than traditional marketing research.
Deeper understanding of the impact of communication
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To gain a deeper understanding of the impact of communication, we merge data streams from the EEG with that from eye-tracking device.
Identify the elements that produce emotional engagement
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By correlating them we are able to identify the specific words or graphic elements that grab attention and produce significant emotional engagement and arousal.
Non-conscious insights regarding respondents’ reactions
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The methodology provides deep and non-conscious insights regarding respondents’ reactions to communication materials like logos and taglines, TVC concepts and animatics, print ads, online banners, packaging or POSMs, helping us better understand consumer behaviour and engagement triggers.