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How does Eye Tracking Work? A Complete Guide

eye tracking

How does Eye Tracking Work? A Complete Guide

Have you ever wondered why people have white parts in their eyes?

Probably not.

However, when you think about it: It’s weird. Humans are the only primates whose eyes are not fully dark. Even the anthropoid ape, which is very close to us in terms of evolution, does not have white parts. Why do our eyes deviate from the eyes of our fellow primates?

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How does Neuromarketing EEG Research work?

EEG, Neuromarketing, eye tracking, Research

How does Neuromarketing EEG Research work?

The neuromarketing research can start. Time to open the brain data floodgates. But how does neuromarketing research work exactly? We’ll walk you through our procedure, step by step.

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Is Neuromarketing Ethical?

Neuromarketing

Is Neuromarketing Ethical?

When discussing neuromarketing, the topic is likely to come up: Is the commercial application of neuroscience ethically justified?

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9 Books on Neuromarketing You Should Read

Neuromarketing

9 Books on Neuromarketing You Should Read

Neuromarketing. Definitely a hot topic. As it should be, in our opinion. As neuro is on the rise, marketeers are enabled to create better marketing. Being able to create the optimal marketing campaign makes our heart skip a beat.

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Millward Brown Link Alternative

EEG, Neuromarketing, Neuro

Millward Brown Link Alternative

How do you measure whether your carefully crafted ad campaign ‘works’?

First, you need to define what ‘works’ means.

Traditionally, advertising research tended to focus on the message. Instead of measuring whether a campaign increases sales – which is hard – research shifted to intermediate effects such as brand awareness, message comprehension and reported feelings. Millward Brown’s Link is a well-known copy-testing framework that aims to capture many of these facets in one unified methodology.

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Would You Like to be Certain about the Effectivity of your Marketing Campaign?

EEG, Neuromarketing, Reclame, Commercial

Would You Like to be Certain about the Effectivity of your Marketing Campaign?

Then use EEG

Have you ever wondered if your marketing campaign would lead to the desired increase in sales and more positive brand attitudes?

Wondering about this is natural, if you look at the amount of surveys that are being held to measure the effectivity of an advertisement. However, many of these research methods cannot provide you with certainty about the advertisement’s effects. Why? Because we, people, are pretty bad at predicting our own (buying) behavior after watching an advertisement.

Which method is the best at predicting buying behavior, and gives you the most certainty? In this blog, we’ll put the most common methods to the rack. This way, you’ll know exactly which tools you should use to be even more certain of the effectivity of your media budget.

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Complete Neuromarketing Usability Guide: Methods, Costs & Cases

EEG, Neuromarketing, Usability

Complete Neuromarketing Usability Guide: Methods, Costs & Cases

Neuromarketing is a hot topic. Of course, we know. In usability research, the brain scanner is used more and more often. In this way, the user experience is being measured. These insights can be used to increase conversion rates, and to improve ease of use.

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Data-analysis of EEG in Neuromarketing Research

EEG, Neuromarketing, Reclame, Commercial, Usability, Retail, Analysis

Data-analysis of EEG in Neuromarketing Research

It sounds so simple: you set up the EEG headset and then start to measure a number of emotions and motivations. However, to translate raw brain data to clear insights demands quite the analysis. In this blog, we will address the EEG data-analysis.

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