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Award-winning Data & Insights Agency FD Gazelle winner five years in a row (2020–2024)

Written by Tim Zuidgeest.

Usability (UX/UI)

Neuro Usability Testing

  • 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

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Applications

The user experience of a site or app has a lot of influence on the choice between checking out the shopping cart and leaving your site silently. However, the user has limited awareness of the actual extent of this influence.

People simply can't look into their own subconscious minds to see what really lies behind their choices. The traditional questioning of experiences will therefore only provide a limited picture of the actual user experience.

Neuro usability research, on the other hand, does provide a total picture of the user experience. This by measuring where the experience actually takes place: in the customer's brain.

Neuromarketing research with Eye Tracking and EEG allows us to record to the millisecond what is happening in the minds of visitors as they interact with your site. More than any other method, this brain data appears to be highly predictive of your user's actual preferences and choices. The result is actionable insights that can give your site's conversion rate a huge boost.

  • Smooth out the bumps on the road to conversion

    Confusion and frustration will obstruct conversion. Our Neuromarketing Usability research makes all the hurdles on the path to conversion visible. Brain data provides a clear picture of which content causes confusion and frustration – and which content puts a smile on the face of your visitors. Eye tracking reveals what information is seen, sought or overlooked.

  • Boost conversion

    Our findings result in a conversion optimization report. It outlines in a practical and clear way which changes will boost the online usability – and thus the conversion – of your website or app.

    We ensure that the visitor can move more smoothly through the content, and thus increase the overall persuasiveness and shopability of your site.

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“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.”

Market & Consumer Research Manager - Albelli

How it works

Neuromarketing reveals the (unconscious) experiences of your website users. This provides answers to questions such as:

  • How do the different web pages perform on confusion, workload and desire?
  • Which elements on the website are viewed and which are not?
  • What are the strengths of the website and what optimization opportunities does the data reveal?

Measure the conscious and unconscious UX

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.

Combine Eye Tracking with EEG

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:

  • Workload: Is the website easy to process?
  • Frustration: Is the customer journey running smoothly or is there frustration?
  • Attention & relevance: Is the content experienced as relevant?
  • Desire: Does the website encourage you to buy?

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Timeline of a Usability Project

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.

  • Day 1-2: Kick-off & Preparation

    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.

  • Day 3-4 Fieldwork

    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.

  • Day 5-10: Data analysis & Report

    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.

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Output example

Below you will find an example output of a neuro usability study. 

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Facts

  • > 150

    Flows tested

  • 10

    Days leadtime

  • 10

    Years of experience

  • Close-up research in our living room lab

  • EEG and Eye Tracker Glasses

  • Research in Unravel's Living Room Lab

Our clients

We mean business with

Usability Research

Read more …Usability (UX/UI)

Written by Tim Zuidgeest.

Retail testing

Neuromarketing Research

Retail

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Actionable Insights

Your store in the
customer's brain

How seductive is your store, shelf or product packaging? Which elements grab attention? Is the lay out brain friendly? And which steps build up to the ultimate purchase decision?

Retail research by Unravel Research employs neuromarketing methodologies to create retail environments that make your customers happy.

Retail Research Toolbox


EEG
Read More


Eye Tracking Read More


Biometrics Read More


Implicit Associations Read More

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Retail Success in the Brain

Brain activity uncovers the customer's true experience in terms of shopping ease, pleasure and relevance. By combining brain data with Eye Tracking, we're able to identify the stengths and weaknesses of individual store elements.

Retail neuromarketing research can be used to improve the effectiveness of all three retail levels:

  • store
  • shelve
  • packaging

Typical Retail Neuromarketing Projects

First of all, a peek into the brain reveals many insights within your existing retail environment. It highlights improvements as well as weaknesses regarding your store, shelve or packaging.

In addition to exploratory research, neuromarketing is well suited for comparative research. Which shelve variation is most purchase friendly? How does background music affect store experience? Which packaging alternative is most eye catching? These are just a few example questions that can be addressed perfectly bij combining Eye Tracking and EEG.

Tools

The basic tools in retail neuromarketing research always include Eye Tracking and EEG. This allows us to pinpoint with millisecond precision which emotional and motivational states the customer experiences.

In the realm of packaging research, an IAT offers great additional value. An IAT helps you understand exactly what design elements make your packaging stand out most from competitors. You'll learn what can be redesigned without impairing your brand – and what not.

What Does Retail Neuromarketing Research Have in Store for You?

Insights from retail neuromarketing research allow you to make your packaging or store more effective and appealing. For instance, by uncovering current strengths and weaknesses. Or by helping you identify which variation will trigger most purchase activity.

In addition, our advanced software is able to aggregate individual 3D gaze data to a clear 2D heatmap. In a single glance, you gain insight into the visual hotspots of a store shelve or packaging.

Our Clients

We mean business with

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Written by Tim Zuidgeest.

Ad testing

Neuromarketing
Ad Testing

  • Predict campaign effectiveness
  • Emotional scene-by-scene analysis
  • Practical insights to optimize your ad

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Or view our cases

Actionable Insights

40% of all ads don’t work -
we help you change that

40% out of all ads does not increase sales (Jones, 1995). In fact, half of these ineffective campaigns even decreases the purchase likelihood of those who’ve seen the ad.

Neuromarketing research ensures you’ll never launch an ineffective campaign ever again. Brain activity majorly outperforms traditional methods in predicting sales impact. And it illuminates exactly which parts of your ad work, and which ones don’t.

Why Ad Testing with Neuromarketing?

  • Predict


    Predict effectiveness

  • Scene by scene

    Scene by scene analysis
    Scene-by-scene analysis

  • Practical insights

    Line chart
    Optimize your ads

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We predict ad success

When a brand launches a big budget advertising campaign, it wants to make sure the money doesn’t burn into obscurity. They want results.

Our Advertising Research analyzes television and print ads on evidence based predictors of success. By combining the non-intrusive methods EEG (brain wave activity), Eye Tracking, Facial Emotional encoding and GSR in a natural environment, we are able to capture what the customer truly thinks and feels when seeing your ad.

Our state of the art neuromarketing technologies keep track of people’s emotional responses from second to second. As purchase choice is correlated with patterns of brain activity, this clears the fog of your ad’s real world success.

We uncover the number one question any success-oriented brand wants to know: will this ad sell?

We make ads more effective

More than giving you an estimate of an ad’s overall success, we are able to pinpoint exactly what works and what doesn’t. You’ll come to discover both your ad’s backbone and its Achilles heel.

Our results illuminate the specific strengths and weaknesses from scene to scene. It reports the effects from individual elements such as music, characters, voice-overs, text and your brand itself.

Advertising Research Toolbox

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From concept to cutting room

Our Commercial Research is applicable while testing concepts as well as finished commercials.

This allows you to reliably test your concept’s merit, right from the storyboard. After filming, it helps to add some an extra persuasive punch to your final cut.

Our Clients

We mean business with

Read more …Ad testing

Written by Tim Zuidgeest.

Behavioral Experiments

Behavioral Experiments

  • Unravel and predict behavior of your target market

  • Get concrete points of improvement for your customer journey

  • Lead time of 10 days

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Terug naar onze Technieken

Behavioral Metrics in Neuromarketing Research

The best predictor of behavior… is behavior.

Marketers often want to know which ad or packaging out of a subset of alternatives will perform best in the market. Behavioral metrics are a powerful way to pretest which alternative will become the marketplace winner.

In marketing, the real world is an ideal laboratory.

Observational Methods

Behavioral metrics aim to predict the ultimate desired behavior (e.g., buying a product) by measuring some form of related small behavior (e.g., degree of interest in the product’s packaging during a small-scale shopper interaction study).

Behavioral experiments often include multiple experimental groups, comparing different alternatives of your advertising or packaging.

Behavior can be captured in many ways, often even without the consumer realizing being part of an experiment. As such, the measures of interest are highly diverse and can be obtained both in a lab, online and the real world:

  • Online A/B Tests (conversion)
  • Online click-through (CTR)
  • Observed interaction (in time, or specific actions of interest such as touch)
  • Attentional focus
  • Verbal responses

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How it works

Behavioral experiments are a powerful way to predict marketplace success without guessing.

Testing your Marketing Efforts

For instance, a brand researching which slogan to select from a subset of alternatives could pretest each slogan’s impact in a low-key field experiment through social media advertising. It would craft an ad for each slogan, and derive their respective pulling power from each ad’s interaction or click-through rates.

Unravel Research designs powerful experiments that test your marketing on a behavioral level.

"The neuro research was super valuable to us. With our new campaign we have consciously opted for neuro research. That way we don't get socially desirable answers, but real insights."

Ingrid de Jong - Brand Manager Pearle

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Methods

Read more …Behavioral Experiments

Written by Tim Zuidgeest.

Emotion Recognition

Emotion Recognition

  • Objectively quantify people's affective responses from moment to moment

  • Get concrete points of improvement for your marketing efforts

  • Lead time of 10 days

Request a proposal

Terug naar onze Technieken

Emotion Recognition in Neuromarketing Research

The human face reflects our emotional inner world. In fact, our faces are rarely ever blank. They continuously put our emotions on display, albeit through subtle muscular contractions.

Unravel Research’ Emotion Recognition tool employs facial encoding technology to quantify people’s affective responses from moment to moment.

How does face reading technology work?

An advanced high-definition 1080p camera records movements and subtle shifts in facial expressions. Our state-of-the-art face reading software (Affectiva®) transcodes the video data in real-time emotional statistics.

Our face reading technology captures all key facial areas and movements involved in emotion: Smile, Brow Furrow, Brow Raise, Lip Corner Depressor (Frown), Inner Brow Raise, Eye Closure, Nose Wrinkle, Upper Lip Raise, Lip Suck, Lip Pucker, Lip Press, Mouth Open, Lip Corner Depressor, Chin Raise, Smirk.

These movements reveal the seven basic human emotions: Joy, Anger, Surprise, Fear, Contempt, Sadness and Disgust.

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How it works

Many marketing endeavors aim to evoke positive emotions and avoid negative ones. While people have a hard time verbalizing their more subtle emotional reactions, Emotion Recognition research captures these reactions regardless. It’s an insightful method in the neuromarketing toolbox.

Standalone or combined with EEG

Emotion Recognition can be used standalone or as a secondary measure to other technologies. For instance, it provides a powerful combination with EEG (brain activity), capturing both the inner and outer emotional experience.

We mostly confine standalone emotion recognition to advertising research. Out of all marketing channels, advertising is the one most capable of enacting a strong facial response. Because packaging and online usability generally exert a more subtle influence, a combination with EEG is recommended.

"The neuro research was super valuable to us. With our new campaign we have consciously opted for neuro research. That way we don't get socially desirable answers, but real insights."

Ingrid de Jong - Brand Manager Pearle

Request a proposal

Our clients

We mean business with

Methods

Read more …Emotion Recognition

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