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Market research
Knowing what your targeted market wants, needs, and beliefs, and discover why and how consumers use a product or website or why they have decided not to buy or use it, is what you need as a company in a strong competitive community. Market research provides answers to these important questions. How can you collect these answers?
Experts in market research
As experts in the field of market research and data integration, we recognize the challenges and bring in the knowledge to assist and advice you.
Our solutions help market researchers uncover respondents’ unique behavioral patterns, as naturally as possible.
Understanding consumer behavior
People tend to say one thing, while their behavior suggests something completely different. Because most of the information they gather is processed in the subconscious of the human brain.
With our tools, we can turn these subconscious thoughts into meaning. Moreover, our consultants have advanced degrees in the behavioral sciences, which provides a unique ability to uncover behavioral patterns and turn them into actionable results.
Noldus toolkit for market research
- Assess emotions and affective states such as interest and confusion with FaceReader™.
- Also Online! FaceReader Online!
- Use eye tracking technology for easy ad testing or on-site customer journey measurements
- Superb AV recordings with Viso® lab software
- Integrate, synchronize, and analyze all data streams with The Observer® XT
- Measure heart rate, skin conductance, and more with data acquisition systems
FaceReader is a good instrument helping to detect emotional reactions on commercials besides what people say.
Mr. H. Bolle|Panteia, The Netherlands
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How to build an AV lab
Are you interested in establishing a facility for training and debriefing? Download our free how to guide!
- Get the perfect tips & tricks
- Sort out what kind of equipment will be needed
- Learn more about the software tools available
Emotions in market research
Assess emotions online or in a lab with FaceReader™, the unique software for automatic analysis of facial expressions. With the online application, you can invite participants from all over the world!
In addition, the software provides you with information about head orientation, gaze direction, action units, and person characteristics.
A real-time representation of the circumplex model of affect describes the distribution of emotions in a 2D circular space, containing arousal and valence dimensions.
Eye tracking technology
Often eye tracking technology is used to gather information about attention. We are an authorized reseller of several eye tracking systems, including stationary and head-mounted systems.
Head-mounted eye trackers in particular are suitable for recording behavior in a natural environment, such as buying or choosing behavior in a store.
Desktop eye trackers are extremely suitable to record eye movements of your test participant. Show an advertisement, commercial or poster and see exactly where your test participant is looking.
Biometrics
Emotion theory suggests that physiological reactions underlie changes in overt emotional responses.
Record a variety of psychophysiological signals for neuromarketing and neuroeconomics applications that require a study of consumers’ sensorimotor, cognitive, and affective response to marketing stimuli or decision making tasks. Record:
- Brain activity
- Heart rate
- Galvanic Skin Response
Interesting publications
Please find a list of selected publications in market research below.
- Mauri, M., et al. (2021). Applying Implicit Association Test Techniques and Facial Expression Analyses in the Comparative Evaluation of Website User Experience, Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.674159.
- Rodero, E. & Lucas, I. (2021). Synthetic versus human voices in audiobooks: The human emotional intimacy effect. New Media & society. https://doi.org/10.1177/14614448211024142.
- Tsichla E., et al. (2021). Gender Responses to Emotional Appeals in Advertising: Comparing Self-Reports and Facial Expressions. Advances in Advertising Research, XI, 241-253. https://doi.org/10.1007/978-3-658-32201-4_17.
Relevant blogs
How does perception of brand authenticity affect ad performance?
For brands seeking to resonate with customers, being seen as authentic is vital. Using custom expressions in FaceReader, we explore how perception of brand authenticity relates to ad performance.
Shopping behavior analysis- improving the shopping experience at airports
The retail industry is currently booming in some regions, and with travel such an important part of modern life, so is the retail industry at airports. Learn more about consumer buying behavior by reading this blog post.