NeuroSuite is a scientifically-validated and effective tool that reveals the emotional impact a message has on consumers, their level of attention, their attraction and interest towards different communication materials and the way these messages and materials influence their behavior. It consists of 2 research techniques: electroencephalography (EEG) and Eye-tracking.
Is the piece of advertising that you created engaging the subject? What is the emotional response that your website generates? With the EEG, Buyer Brain can offer you neuro-insights that clarify these aspects.
At Buyer Brain, we measure approach vs avoidance reactions towards a message, product or brand, predicting also whether an ad conveys messages, ideas or values which are self-relevant to consumers and whether customers identify with the persons or situations depicted in the commercials.
How about analyzing customers’ perception about the store by letting them take a walk while wearing an eye tracking gear? Which are the promotions they will notice first? What visual patterns do people have while searching for different products, in front of the shelf or in the shop?
The story of eye-tracking goes as far as 1879, when the first studies on eye movement were conducted through direct observations of the eyes while reading. Since then, eye tracking has become the norm in visual pattern analysis, helping researchers find answers that advance the knowledge of fields like advertising and neuromarketing. Now we know the answer to questions like: On which words do the eyes stop and for how long? When do eyes regress to already seen words? But we also know the reasons behind a specific type of visual pattern.
As the name suggests, eye tracking practically means measuring the eye movement patterns, letting you see your brand, store, or advertising piece through the eyes of the customers. Today, with the help of eye-tracking, we can monitor consumers’ visual spotlight and measure attention (for example, where are people looking, how much attention they pay to each critical element of an ad, etc). Since 95% of decisions are made at the non-conscious level, eye tracking offers more accurate predictions than traditional marketing research.
To gain a deeper understanding of the impact of communication, we merge data streams from the EEG with that from eye-tracking device. By correlating them we are able to identify the specific words or graphic elements that grab attention and produce significant emotional engagement and arousal.
The methodology provides deep and non-conscious insights regarding respondents’ reactions to communication materials like logos and taglines, TVC concepts and animatics, print ads, online banners, packaging or POSMs, helping us better understand consumer behaviour and engagement triggers.