Neuromarketing Research
Neuromarketing
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Confidential © 2018 Redistribution is not permitted without written permission from iMotions
Neuromarketing
State-of-the-art neuromarketing research
Eye tracking and biometrics provide deeper insights into human behavior. Consumer
neuroscience provides objective data to help predict campaign success, quantify attention,
understand emotions, and much more. iMotions provides a tailored neuromarketing
solution that gives marketing professionals the tools needed to elevate their insights.
Amplify the power of qualitative methods
Get a deeper understanding of the consumer experience
Versatile and adaptable testing possibilities
With the iMotions neuromarketing solution you can take your consumer insights to the
next level.
Some of the companies and universities currently using iMotions in their neuromarketing research..
Crispin Haywood, Commercial Excellence Director for EMEA and Americas at GSK, describes
his experience of using iMotions in the video below:
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Neuromarketing Benefits
Go beyond traditional methods
Understand consumers like never
before
Use cutting-edge methods to assess consumer be-
havior and emotions in response to stimuli. Employ
biometric methods to quantify and measure reactions.
All in one platform.
See what attracts and retains
consumers
Methods such as eye tracking provide pinpoint data
about where a respondent is looking. Use this method
alongside other biometric methods to assess not just
where they look but also how a stimulus makes them
feel.
Adaptable testing possibilities
Use biometric methods in a range of testing environ-
ments. Assess screen-based stimuli across devices,
or take your experiments out to the field with in-store
studies. Use portable eye tracking glasses and GSR
devices in natural environments.
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2018 Redistribution is not permitted without written permission from iMotions 3
Quantify emotions and emotional
intensity
Use facial expression analysis to measure emotional
reactions to presented stimuli, and complement find-
ings with GSR recordings to understand the strength
of the emotional response. Test how future products
impact emotional responses before launch.
Complement traditional methods
Use the built-in survey editor to design and create
your own surveys. Present stimuli and assess their
impact with both biometric methods and traditional
questionnaires. Use both methods to strengthen the
findings of each modality.
Get up and running quickly
iMotions provides a range of training programs, in-
cluding the iMotions Academy, to get your knowledge
and cabailities quickly up to speed. Take on new chal-
CERTIFIED lenges and develop your understanding of consumer
behavior with iMotions.
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Neuromarketing Packages
Choose the approach that suits your needs
Different work requires different tools, and iMotions is designed to meet any need by
enabling the use of a vast range of biometric methods. The modular basis of iMotions
means that modalities and devices can be added (or taken away) as desired. Use just what
you need to create flawless neuromarketing investigations. The modalities, equipment, and
the output of two packages for neuromarketing are shown in the chart below.
Start-up package for neuromarketing Additional packages for neuromarketing
Software
• Eye tracking - screen-based
• EEG
• Affectiva (facial expression analysis)
• Eye tracking - glasses
• GSR
Hardware
• Eye tracking: Gazepoint GP3 / Tobii X2-30
/ EyeTech VT3 mini • EEG: ABM X10 / Emotiv EPOC+ / ENOBIO
• Facial expression analysis: Logitech • Eye tracking - glasses: Tobii Glasses 2 /
webcam Pupil Labs Glasses
• GSR: Shimmer 3+
Metrics • Attention - where an individual is looking,
what they pay attention to (screen-based) • Approach / avoidance (dependent on EEG
• Emotion - facial expressions, positive or headset)
negative valence • Workload (dependent on EEG headset)
• Arousal - the physiological arousal of an • Attention in real-world environments
individual, emotional intensity
Use cases
• Screen-based lab • Screen-based lab
• Print-based material • In-store studies
• Packaging (on-screen) • In-store - shelf management
• TV advertising • In-store - communication and merchan-
• Concept / product development dising
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Neuromarketing Application Areas
The ideal solution for diverse research approaches
1. Print campaigns
Printed material is often central to marketing campaigns, and is also one of the more competitive areas of advertising.
By using neuromarketing methods, you can go one step further than the competition and ensure the attraction of print
advertising material.
Examples include:
How can attention be captured and Use eye tracking to understand typical gaze patterns.
retained by print material? Experiment with format to gain the most positive
attention.
Which print material engages potential Use GSR alongside eye tracking and facial expression
customers the most? analysis (and even EEG) to triangulate the emotional
reactions to different print material. Test with alter-
ations to optimize and maximize the impact of the
advertisement.
How can small changes improve the Iterate different designs with biometric testing. Adjust
print advertising outcome? the material and see how participants respond to the
changes. Determine stimuli are noticed with eye track-
ing, and calculate levels of approach or avoidance with
EEG measurements.
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2. TV advertisements
Getting a TV advertisement right can make all the difference in a brand’s success. TV advertising campaigns take exten-
sive resources, of both time and money. Test audience responses at the early stages of advertisement development,
or see how different audience demographics respond to varying campaigns. Maximize the chances of advertisement
success with biometrics.
Examples include:
How do audience reactions differ to Test multiple groups of participants, and compare
different TV advertisement campaigns? how the TV advertisement fares across groups. Quan-
tify attention with eye tracking, emotions with facial
expression analyis, and emotional intensity with GSR.
How are emotions shaped by the Determine how emotions change over time to differ-
advertisement? ent aspects of the advertisement. Get information
about overall valence, and supplement the findings
with measurements of GSR activity.
Which parts of the advertisement elicit Observe moment-to-moment how nonconscious reac-
the strongest reactions? tions are shaped by presentation of the stimulus. Use
GSR and automatic peak detection to detect moments
that elicit significant physiological arousal. Use this
data to position relevant information at the desired
moments, or identify areas that need to be optimized.
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3. Packaging pre-testing
The first component of a product experience is often the packaging that it is presented in. Understand how the funda-
mental components of the design impact purchase intention, and determine which parts of the packaging are attended
to and which are ignored.
Examples include:
What are the principal reactions to the Understand which areas catch attention, and how to
packaging? guide that attention to the most important aspects of
the design. Use facial expression analysis to assess
emotional responses.
How does the packaging compare to Directly compare how the planned product fares
competitors? against competitor’s product packaging. Get ahead
of the competition by assessing attention, likability,
and product attention of several designs and move
forward with the best option.
What are the strong and weak points Use screen-based eye tracking to see which parts
of the packaging design? of the packaging attract attention, and identify how
participants feel in response. Iterate and improve the
design before launch.
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4. In-store research
Consumers typically make purchase decisions in-store. Ensure an optimal product presentation by testing implicit and
explicit consumer responses, and improve the product success at launch. Use biometrics across laboratory setups or
real-world environments.
Examples include:
How do different shelf displays attract Use eye tracking to determine how attention is caught
attention? in natural or lab environments. Test different displays
and see which causes the most physiological arousal
with GSR measurements.
How can shelf merchandising impact Follow reactions in a real-world, in-store shopping en-
purchase behavior? vironment with eye tracking glasses. See how different
merchandising can attract attention, and if it leads to
increased purchase intention.
How does the product compete for Assess which product has the biggest impact in a nat-
attention on the shelf? ural environment. Determine which item stands out
the most to consumers by using eye tracking glasses.
Optionally use GSR or EEG to get a deeper under-
standing of physiological and motivational responses.
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iMotions Software Solution
Multimodal research in any environment
iMotions reduces the complexity of carrying out multimodal research, enabling a range
of sensors to be seamlessly connected. By combining these biometric measurements, it’s
possible to get a better understanding of human thoughts, feelings, and behaviors in any
environment.
Any type of stimuli
EEG
Facial Expressions
Real-time /
live view
Eye Tracking
Respiration
Analysis tools
ECG
Raw data
EMG exports
GSR
API data
forwarding
Survey
API 3rd party data processing
iMotions enables multimodal research to be carried out in a wide range of research
scenarios.
Screen-based testing In-store studies Physical products
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iMotions supports leading 3rd party sensor products.
Additional sensors can be integrated via our API.
Biometric sensors
iMotions has a suite of partners that produce biometric sensors such as eye trackers, facial expression analysis, GSR,
EEG, ECG, EMG, etc that are suitable for UX and usability research.
• Eye tracking: Tobii, Smart Eye, SMI, Gazepoint, Eyetech, The Eye Tribe, ASL, SR Research
• Facial expression analysis: Affectiva, Emotient
• EEG: Advanced Brain Monitoring, NeuroElectrics, Brain Products, Emotiv, OpenBCI
• GSR: Shimmer, BIOPAC, Empatica
• ECG: Shimmer, BIOPAC
• EMG: Shimmer, BIOPAC
• Respiration: BIOPAC
It is also possible to carry out surveys with either the built-in survey creator, or Qualtrics for advanced survey structure
design.
Eye tracking Facial expression analysis GSR
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Selected Publications
Neuromarketing studies made with iMotions
Consumer Responses to Native Advertising Predicting Consumer Liking and Preference
Authors: Anocha Aribarg, Eric M. Schwartz Based on Emotional Responses and Sensory
Perception: A Study with Basic Taste Solutions
Institute: University of Michigan
Authors: Shilpa Samant., Matthew Chapko., Han-Seok
Seo
Institute: University of Arkansas
View publication View publication
The Effects of Self-Control on Subsequent Development of Dynamic Testing Methods Using
Purchasing Decisions Facial Expression Analysis to Evaluate Packaging
Authors: Marco A. Palma, Michelle S. Segoviab, Bachir Design in a Realistic Shopping Environment
Kassasb, Luis A. Riberac, and Charles R. Halld Author: Richard Blake Bowen
Institute: Texas A&M University Institute: Clemson University
View publication View publication
Evaluations That Matter: Customer Preferences Facial Expressions to Evaluate Advertising: A
Using Industry-Based Evaluations and Eye-Gaze Laboratory versus Living Room Study
Data Authors: JM Ausin-Azofra, Jaime Guixeres, Enrique
Authors: Priya Seshadri, Youyi Bi, Jaykishan Bhatia, Bigné, Mariano Alcañiz
Ross Simons, Jeffrey Hartley, and Tahira Reid Institute: University of Valencia
Institute / company: Purdue University, General
Motors
View publication View publication
Optimization of menu-labeling formats to drive The Impact of Reviews and Average Rating on
healthy dining: An eye tracking study Hotel-Booking-Intention: A Qualitative Study
Authors: Eojina Kima, Liang (Rebecca) Tangb, Chase Author: Line Thomassen Buus, Charlotte Thodberg
Meuselc, Manjul Gupta Jensen, Anne Mette Karnøe Jessen, Lotte Ishøy
Institutes: Virginia Tech, Iowa State University, Jørgensen, Jeanette Kølbæk Laursen, Lars Bo Larsen
Microsoft, Florida International University Institute: Aalborg University
View publication View publication
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Dave Jolley, Director of the S/MART Lab at Utah Valley University, describes his experience of
using iMotions for consumer neuroscience research in the video below:
Want to know more?
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