Our neuro research method reveals how customers truly experience an online product, app, web page or video. Specifically, we measure brain activity, track eye movements, and process those measurements with our proprietary emotion detection algorithms, in order to uncover the ‘why’ behind customer behavior.
Brain measurements enhance user testing, since they gives us a deep and data-driven understanding of customers’ emotional experiences. Our neuro research method thus provides valuable input for UX & CX optimization.
Electroencephalogram (EEG) is a neuro technology we borrow from medical research that enables us to detect electrical activity in the brain. For each test, we equip participants with an EEG headset, which registers and records brain activity when they navigate through a web flow, perform an online task, or watch a video.
Eye- & mouse tracking
When participants partake in one of our neuro tests, they always operate on-screen. During a test, we track participants’ eye movements and mouse movements with highly accurate sensory devices. Logically, when participants partake in a neuro video test, we only track and record their eye movements.
A.I. Emotion detection
Emotion detection algorithms analyze EEG brain measurements and translate these into accurate visual representations of three key emotions: frustration, joy and attention. When supplemented with neurofeedback, these measurements give us a profound understanding of your customer journeys.
Taken together, our neuro research method already produces a rich bundle of user data that gives us profound insight into the subconscious emotional experience of your customers. Contrary to traditional UX research, we do not interfere with participants during tests.
After participants complete a test, we use objective data points as input for neurofeedback. In order to clarify what happened, participants give feedback on the significant peaks in emotions that occurred. As a result, you can come to understand exactly why certain elements in web flows or videos evoke certain emotions.
Such an approach to user testing reduces the risk of bias significantly, whilst also providing a solid, scientific basis for optimization advice.
The impact of the subconscious
Scientific research has proven that we make 95% of our decisions subconsciously, and that emotions strongly affect customer value. For this reason, we can conclude that brand attitudes, purchase decisions and other customer behavior have little to do with rational thinking. Therefore, if you want to influence customer behavior, gaining insight into the emotional experience of your customers is key.
Thanks to our neuro research methodology, we are able to map how your customer’s brain responds to certain stimuli, and which emotions they evoke subconsciously.
Neuro research, how does it work?
1. Test request
You make a test request, based on your areas of focus and research goals. Our research consultants will then help draw up a suitable scenario and will set up the neuro test.
For each test, we invite 10 participants to our research lab. Participants can be randomly selected or, if needed, belong to a specific target group. We always take care of the recruiting part.
We equip participants with the EEG headsets and eye-tracking devices. A baseline calibration is carried out to avoid invalid outcomes due to the participant’s mental state.
4. Task completion
Participants complete an online task by navigating through a web flow or by watching a video uninterruptedly. Meanwhile, emotions and eye movements are measured and recorded.
After a participant finishes the task or video, we ask them to give neurofeedback by reflecting on peaks in emotions. We use their feedback to support our research data.
Data recordings are automatically processed, analyzed, visualized and stored in Brainpeek. Test results are available for access and your research insights are packaged into an online dashboard.