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Neuromarketing research
Neuromarketing research is the research area that studies neurological responses in relation to a certain stimuli, such as an ad or commercial. Medical techniques and insights of neuroscience are used to reveal consumer decision-making processes. Neuromarketers make use of neural- and physiological responses, and behavior, to understand the subconscious reactions of consumers.
Neuromarketing research
How to apply neuroscience to traditional marketing activities? From our expertise in data integration, it's all about the interplay between brain, emotions, and behavior.
How we can help
- Measure implicit responses, such as EEG and GSR.
- Get a wealth of information with eye tracking.
- Use facial expression recognition software.
- Synchronize and integrate data streams, and get clear visualizations.
"The integration of FaceReader, The Observer XT, and psychophysiological data collection makes research programs possible at locations and within timetables that increase opportunity, quality, and efficiency."
Dr. C. Barton|Davidson College, USA
Tools for neuromarketing research
In our experience, combining methods is crucial for gaining insight in something as complex as liking and wanting. Each method (including the traditional ones like interviews and focus groups) can give valuable information. The combination is like bringing the pieces of the jigsaw puzzle together.
Implicit responses: GSR, EEG, ECG
Measure implicit responses using high quality data acquisition tools. EEG can be used to determine if someone is feeling engaged. GSR shows you physiological arousal, and ECG shows if the environment or stimulus is calming, relaxing or energizing.Eye tracking
Eye tracking provides a wealth of information. Get rich, quantitative, and reliable data for attention, mental load, and arousal. Eye tracking data tells you even more when combined with emotional data, or EEG.Facial expression analysis
FaceReader is the premier software tool to measure emotional responses automatically and accurately. The software analyzes six basic facial expressions: happiness, sadness, anger, surprise, fear, and disgust. Additionally, it can also recognize neutral, contempt, boredom, interest, and confusion.Data integration tool
The Observer XT provides the possibility to synchronize observational, eye tracking, emotional, and physiological data. Clear visualizations of data will provide you immediate insight into participant responses.
"Data integration is really where everything begins and ends."
Prof. Julien Mercier from L'Université du Québec à Montréal (UQAM) is studying educational research. His lab is looking at refined brain information over time, involving the cognition and the affect of the learner.
Watch the video to learn more about why he chooses Noldus' tools.
Relevant blogs
Top 5 Consumer behavior research on the Behavioral Research Blog
Observational research is becoming more and more popular in consumer science and market research. From on-site behavioral observations in supermarkets to advanced multimodal lab studies.
Why so angry? The role of context and function in facial expression analysis
Why do respondents show an angry facial expression when evaluating a website or product, when there is no reason to expect them to actually be angry? Read more in this sequel to the blog post "How emotions are made".