Page 1
N e u r o s c i e n c e B r i g h t e n s t h e
T H E G R E Y A R E A O F M O B I L E U S E R F E E D B A C K
O C T O B E R 2 0 1 3
S a l o m e S a l l e h y@salomesallehy
[email protected]
Diana Lucaci
@[email protected]
Page 2
I N T R O D U C T I O N
Page 4
15
We Wanted to Understand
Page 5
15
We Wanted to Understand How People Really Feel
Page 6
15
We Wanted to Understand How People Really Feel About Mobile Apps
Page 8
15
So We Went Straight to The Source...
Page 9
15
So We Went Straight to The Source...
The Brain
Page 10
N E U R O M A R K E T I N GA B A C K G R O U N D E R
Page 12
15
90% of Behaviour is Driven By Emotion
Page 13
8
Emotional Vs. Logical Brain
Page 20
YOU SAY WHAT YOU THINK
Page 21
BUT ACT ON HOW YOU FEEL
YOU SAY WHAT YOU THINK
Page 22
Neuroscience: fMRI, EEG
Biometrics: Facial coding, Eye tracking, GSR
Page 23
Neuromarketing
Neuroscience: fMRI, EEG
Biometrics: Facial coding, Eye tracking, GSR
Page 24
EEG & Eye Tracking Marrying Eye Tracking + EEG uncovers never seen before insights
Page 26
WHAT’S BENEATH THE SURFACE
HOW CAN WE PREDICT BEHAVIOR?
HOW CAN WE OPTIMIZE CONTENT?
Page 27
M O B I L E A N D N E U R O M A R K E T I N G
Page 29
What Does Neuromarketing
Mean to Mobile?
Page 32
P I Z Z A P I Z Z A
Page 33
Four Findings For New Perspective
Page 34
Every Inch MattersFINDINGS & RECOMMENDATIONS
Page 36
P I Z Z A P I Z Z A
Page 37
Findings: Images & prices are areas of focus
Recommendations: Prioritize your content
P I Z Z A P I Z Z A
Page 39
Apps Influence Brand Perception
FINDINGS & RECOMMENDATIONS
Page 41
Apps Enhance
BrandAffinity
After
Page 42
P I Z Z A P I Z Z A
Page 43
Findings: For better or worse, apps
can change brand perception
Recommendations: Do it, but do it right
P I Z Z A P I Z Z A
Page 44
Engage ThemWhen It CountsFINDINGS & RECOMMENDATIONS
Page 45
P I Z Z A P I Z Z ASOMETIMES THE MOUTH & THE BRAIN DISAGREE
-1.0
-0.8
-0.6
-0.4
-0.2
0.2
0.4
0.0
0.6
OPEN APP FIND ITEM SELECT ITEM CHECKOUT ENTER INFO
Page 46
P I Z Z A P I Z Z A
Page 47
Findings: The right usability design can even
make them love checkout
Recommendations: Reduce hurdles at checkout
P I Z Z A P I Z Z A
Page 49
Images Are More Than Just
Pretty PicturesFINDINGS & RECOMMENDATIONS
Page 50
OPEN APP BROWSE/FIND HOTEL SELECT HOTEL BOOK ROOM CHECKOUT &
CONFIRMATION
Page 51
OPEN APP BROWSE/FIND HOTEL SELECT HOTEL BOOK ROOM CHECKOUT &
CONFIRMATION
People respond to certain images
Page 52
P I Z Z A P I Z Z A
Page 53
Findings: Utilizing imagery effectively is about more than
just making things look nice.
Recommendations: Capture and keep your audiences attention.
P I Z Z A P I Z Z A
Page 54
W R A P P I N G I T U P
Page 57
Your Customers are More
Page 58
Your Customers are More Than Data
Page 59
Small Screens Need Prioritization
of Content
Page 60
Get it Right With Good Insights
Page 61
Enhance Any Experience With The
Right Design
Page 62
Neuromarketing Insights
Can Guide Usability
Page 63
T H A N K Y O U !
D I A N A L U C A C I@ d i a n a l u c a c i
d i a n a . l u c a c i @ t r u e i m p a c t . c o m
S A L O M E S A L L E H Y@ s a l o m e s a l l e h ys a l o m e @ p l a s t i c m o b i l e . c o m