Online Communication Research

Increase attention and conversion based on brain data & eye tracking
Discover concrete points for improvement to increase attention and conversion
Online videos, emails, banners, etc (online communication)

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Applications

Does your message grab attention? Does the message strike the right chord emotionally? Does the message prompt action? And is it credible?

Every email, newsletter and other forms of online communication faces the same challenge: grabbing attention and prompting action. Neuromarketing gives you a big step ahead in this.

These are typical questions to which we can provide crystal-clear answers through neuromarketing communication research.

Pre-test Communication

Test your email or newsletter with neuromarketing and you will discover what tweaks can help you to attract more attention and increase your online conversion.

Because people make the majority of their choices unconsciously, traditional studies can only capture some of the effects. Neuromarketing research is the first method that makes it possible to measure the real impact of your communication. This allows us to measure exactly what your online communication triggers in the brain in terms of attention, processing and emotion. We apply online communication research to:

Online videos
Online Banners
Socials
Emailmarketing
Newsletters

Increase the Impact of your Communication

In neuromarketing communication research we generally use EEG and Eye Tracking. EEG measures to the millisecond how attention, emotion and effort fluctuate in the brain. That way, we can find out which part of the message works best, and what parts can be improved. We can also test different expressions to see which one has the most impact.

Request a proposal

Or discuss the possibilities with Tim, our Lead Consultant
View availability and schedule an online appointment

How it works

The brain often processes communications quickly and automatically. Especially online, where numerous expressions compete with each other to capture our attention. We are therefore often not aware of our reactions to an expression, even though they do affect our behavior. Neuro communication research with EEG and Eye Tracking makes it possible to objectively measure what kind of reactions your expression actually triggers.

Get Insight into Neuro KPIs

During a communication study, we measure the score of your expression(s) on various neuro KPIs. The main metrics are:

Desire: Does the expression encourage buying?
Attention: Does the ad grab enough attention to communicate the message and the brand? Which elements stand out – and which are skipped?
Difficulty: Is the advertising easy to process for the customer?

Clear insights

By testing the performance of a communication message on the neuro KPIs, we can see exactly what works and what does not. That way, you get practical tools to increase the impact of your communication.

Additional research modules

In addition to neuro methods, the communication research can be expanded with survey research in which we look at traditional impact metrics:

Memory
Message understanding
Appreciation
Associations

Request a proposal

Or discuss the possibilities with Tim, our Lead Consultant
View availability and schedule an online appointment

Timeline of a project

Unravel Research has extensively optimized and automated data collection and analysis. This allows us to provide unrivaled 5-day turnaround times for advertising research.

Day 1-3: Fieldwork

The fieldwork takes three days, during which we test 20 respondents. Communications can be tested on their own as well as multiple versions side by side.
Day 4-5: Data-analysis & Reporting

The challenge is to aggregate data at group level from individual brain data. To this end, the raw brain data is first decontaminated and then converted into individually normalized metrics on attention, effort and desire. The result of this complex analysis is surprisingly simple: a clear graph in which you can clearly see the Neuro KPIs for each element of the expression.

Request a proposal

Or discuss the possibilities with Tim, our Lead Consultant
View availability and schedule an online appointment

“The research gave us other – and therefore very valuable – insights that we would not have been able to discover using 'traditional' research methods. This allowed us to look at our issue in a different way and we were able to optimize it more efficiently.”

Market & Consumer Research Manager - Albelli