It’s about applying consumer neuroscience methods and insights to understand user behaviour specifically in regards to website or user inferface use.
In our context, Neuro UX also refers to the understanding of human behaviour and the psychology of decision making that goes into building the hypothesis for the designs and tests we work on.
On your website, every day users make subconscious, emotional decisions that they’ll never be aware of. They’re unable to accurately verbalise feedback and therefore brands are at the risk of implementing changes based on qualitative data (feedback surveys etc) that are unlikely to lead to postitive results. In fact it could do quite the opposite.
We provide UX insights and solutions supported by fact and science. Only with this scientific approach are we able to apply the most appropriate theories of psychology which result in the highest possible user satisfaction and results for brands.
The science provides key insights into our users’ thoughts, feelings and emotions. Understanding these is only just the first step. Working closely with neuroscientists and applied psychologists we work to interpret the data into hypothesis which we can apply / design directly or consult our recommendations.
Eyes are the window to our brains. By tracking the user's gaze we can gain valuable insights such as sticking points, detracting elements, important information that is only skimmed over. Used in combination with the GSR and Facial Coding we can draw some science-backed conclusions and recommendations which can be used and applied to the pages.
Measuring user's heart rate and perspiration, gives us insights into their emotional arousal and stress levels. Used in conjuction with Facial Coding and Eye Tracking, we can determine whether the responses indicate a positive or negative reaction to their website experience.
This is an evolving technology but one that has the most the potential. By limiting all distractions and focusing the test participant we can gain key insights into the emotions experienced along the website journey.
Something you should know about us is that we want to spread our knowledge. We’ve no interest in keeping what we know the best kept secret. We want to empower others and create a community of like-minded marketeers who thrive off science, facts and data.
Sharing latest insight and thinking on the topic of neuromarketing, together we can innovate the web.
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