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Discover unconscious bumps on the road to conversion
Combine Eye Tracking with EEG for a comprehensive view of the UX
Lead time of 10 days
“The research gave us other – and therefore very valuable – insights that we have not been able to discover through 'traditional' research. This allowed us to look at our issue in a different way and we were able to optimize more efficiently.”
Neuromarketing reveals the (unconscious) experiences of your website users. This provides answers to questions such as:
A typical neuro usability study brings together the best of both worlds: a neuro component and a survey component.
Neuro. First of all, we let the user get started in the flow undisturbed. This guarantees the most realistic interaction possible. Eye Tracking and EEG detect the unconscious bumps to conversion and also highlight the strong elements of a website. These methods reveal many subtle usability issues.
Survey. After the interaction, we discuss this in an interview. This interview serves to gain more in-depth knowledge of the insights found from the neurodata. In this way we can purposefully answer the why question. In this way we sketch a total picture of the user experience of visitors.
By means of Eye Tracking we gain insight into what is seen and what is not. In this way we can discover whether elements are in the right place and whether they attract sufficient attention. By combining Eye Tracking with EEG, we can also gain insight into what a visitor feels when he or she looks at certain elements. The main Neuro KPIs for neuro usability testing are:
In Neuro Usability Research, Unravel Research follows a proven approach so that you can count on reliable results and a fast timeline. This enables us to offer unparalleled project lead times of 7 working days.
In the first week, it is determined in consultation with the client which flows will be tested and whether a search should be made. A test panel is then recruited and the respondent instruction prepared.
The fieldwork takes place over three days, during which we test between 6-10 respondents per flow/device. The respondents will interact with the website in a natural setting. It is also possible to have the respondents carry out a specific assignment on your site, depending on the research question.
Because each user experience stands on its own and must be analyzed on an individual level, data analysis is a labor-intensive affair. We process the data into practical insights about visitor behavior and experience, as well as quantitative performance metrics per moment in the customer journey.