We record three layers of data from the participants going through the website. The screen recording of their visit, their emotions on the bottom and their eye movements (red dot and line).
The three emotions we gather from the EEG data are joy, attention and frustration. Frustration is an emotion that is correlated with drop-out behavior and the inability to achieve goals, where Joy will indicate positive effects in the user experience. Attention is the mental effort that is needed to navigate through the website.
Emotion peaks and user feedback
Where recorded emotions peak (see example on the right), the user is requested for feedback. They can explain consciously why they have possibly experienced this specific emotion. This will help to explain the why of measured bottlenecks.
To see where the emotion peaks are related to, it’s good to see where people are looking at that specific moment. This is why we measure eye movements.
The data from different pages are combined amongst all participants. It’s visible which pages you should focus on: for example which page induces the most frustration.
Now, not only we can provide you the emotional journey insights, we can now provide insights in how your tests ánd brand performs on emotional experience compared to others in the same category/sector as you. A benchmark based on our emotion database.
Where people look
See where people look when they get frustrated, to indicate bottlenecks on element level.
What they experience
Get insight in positive and negative emotions during their visit.
Why they experience
Analyze why people experience frustration or joy at specific moments in their flow.