Customers' emotions to be analysed

Released 23/12/2008

Customer experience company develop method for electronically monitoring satisfaction

Customer experience on ecommerce and gaming websites can now be measured, says a customer experience company.

Foviance have developed electroencephalography (EEG) research which provides the means to gather detailed information on a user's emotional relationship to a brand or service.

Neuropsychologists have shown that 85% of decision making happens at a subconscious level. Foviance has also tested and proven emotionally engaging websites to provide higher commercial returns.

EEG involves measuring electrical activity in different parts of the brain in response to certain stimuli. Once the preserve of the clinical lab, Foviance has pioneered the use of EEG in the assessment of user experiences. By recording reactions at different stages of interaction with a website - with emotions ranging from excitement and anticipation through to anxiety and boredom - the researchers can provide detailed and specific site design recommendations that improve customer conversion.

Foviance customers have already started to benefit from EEG. So far, Foviance has analysed the emotional responses of online poker players, measured response to imagery alternatives on a travel site and identify effective merchandising strategies for an online retailer. EEG can be used to assess emotional response to various types of stimuli and Foviance plans to apply the method to understand the multi-channel user experience. For example, it is possible to gauge people's emotional engagement while on the phone to a call centre.

Marty Carroll, consultancy director, Foviance said: "We recognise that differentiation in user experience for many brands means moving beyond simple efficiency, performance and functionality, towards connecting with consumers emotionally. We are incredibly excited to be bringing this complex neurological science to the marketing industry for the benefit of businesses and consumers."

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