Neuromarketing Usability Research: Frequently Asked Questions - Market Research & Behaviour analytics

Neuromarketing Usability Research: Frequently Asked Questions

ByHimanshu Vashishtha

Neuromarketing Usability Research: Frequently Asked Questions

Neuromarketing research is based on deep-diving into a consumer’s brain and producing insights that can be converted into immediate action points. Many successful brands have found success with this branch of research and can be applied in different settings.

Is Neuromarketing usability research suitable for every brand?

Neuromarketing research need not be applied by every brand, despite the benefits over traditional marketing research processes. There are a few basic requirements to evaluate usability, the foremost of which is – there should be an exact research question. For example, do you want to know if your brand or company website connects with your consumer or is it confusing?

While you try to answer the above question, you may discover that a traditional research method may actually be more suited for you.

How does Neuromarketing usability research look?

If neuromarketing research is suited for a brand, the first step is to determine a specific research question, followed by the right tools for research to lead to answers and insights.

What are the tools for Neuromarketing Usability research?

Some or all of the below, individually or in combination, may be used to evaluate neuromarketing usability.

  • Seeing, doing
  • Eye-tracking
  • EEG (Electroencephalogram), to track brain activity
  • Biometrics
  • Emotion recognition

While the above are being done, physical reflexes are also measured like how pupils get dilated, how skin conducts or reacts, how facial expressions change and so on.

Once the research methods and corresponding methods are in place, the rest of the procedure starts with gathering participants and subjecting them to all or some of the above tests. The journey of the subjects through this research process is like a simulation of the actual consumer journey.

Once the data is gathered, they are analysed to form a comprehensive report with actionable insights, all set for the brand or company to peruse.

What are the equipment and metrics to determine Neuromarketing usability?

Brain activity is measured with an EEG headset, which is most suitable for mobile field research. In addition to medical precision, it is wireless and convenient to use, without compromising the quality of the signal.

Analysing brain data using EEG gives the following metrics –

  • Desire

This particular brain metric is like a replica of actual buyer behaviour. It tracks how a positive emotion can/may lead to an interest in the advertisement or website of a store.

  • Engagement

This tracks how a part of the brand website gets the attention of consumers and how it may or may not be personally relevant.

  • Workload

This helps to track the brain’s cognitive difficulty. If there are a lot of workloads, it may be difficult for the brain to process the content, which is undesirable. But a very low workload also isn’t desirable, as the consumer shouldn’t be bored with the content.

  • Distraction

This tracks confusing parts of the ad and helps to analyse what may or may not be confusing.

Eye trackers help to understand the movement of eyes – where they look, how long they keep their eye on something, how many times they make a perception etc. As a direct effect, what is not looked at can also be tracked. Therefore, if a certain part of the website is ignored, that is an immediate cue to revamp the website.

Here are examples of simple insights from Neuromarketing usability, indicating how small changes can lead to significant results.

  1. Error notification in the digital space is always in red, like how teachers grade student papers in red. This connects with the human brain and produces a negative connotation, alerting us that something is wrong and needs to be rectified.
  2. Discount coupons at checkout alerted a negative vibe in the brain because it meant that those who weren’t eligible would not get them, whereas others would get them. It is based on association with the word ‘discount’. To tackle it, one can reduce the prominence given to the discount field and use another word like coupon instead of discount coupon.

What is the cost for Neuro usability research?

Sometimes, the cost may be lesser than a traditional research method despite the equipment and tools used. Cost depends on the questions and methods involved in the process.

I’m eager to improve my conversion rate!

Are you as looking forward to neuromarketing usability research as we are? Are you prepared for the next stage? SixthFactor is ready. We’d want to respond to any questions regarding neuro usability testing.

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Himanshu Vashishtha administrator

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