Laboratory
Neuromarketing applied to Branding
Brands are always interested in knowing what really excites the consumer. and that is why they want to know, through the application of neuromarketing techniques, what is in everyone’s subconscious, since this is behind more than 80% of purchasing decisions. Through these techniques, we can know:
- What catches the attention of customers when they look at us and what things go unnoticed?
- What kind of emotions do you feel when observing our brand?
- What to do to turn a purchase into a satisfactory customer experience?
Basically, neuromarketing takes brain processes linked to sensory perception, to perform analysis and provide answers so that we know how to operate with our brands.
In that sense, with neuromarketing applied to brands, we can:
- Eliminate blurring in what you really want to achieve, through the identification of consumer behaviors in real scenarios of contact with the different brands.
- Integrate consumer perceptions and assessments in their contact with our brand, in the creation of a value proposition towards it.
- Measure how much visual attention the consumer has with our brand.
- Look at consumers as a whole, in their relationships with our brand and competition, but observe them internally and not from outside.
Our laboratory is very complete and has fixed equipment and mobile equipment, to carry out work at points of sale.
Neuromarketing Tools
In parallel, these eye tracking tools are combined with neurosensors, brain activity meters linked to emotions, interest and attention levels, to obtain very useful information during the purchase decision process.
We have the most advanced neuromarketing laboratory in the region, with more than one hundred projects developed in America and Europe, and using unique research devices and methodology, which include, among others:
Eye Tracking: In these techniques, eye monitoring is carried out, to know consumers more and better, in order to make proposals that surprise them and give them added value.
We focus on creating and comparing scenarios by identifying different consumer behaviors, to understand why you choose or discard certain brands.
Fixed Eye Tracking: Device installed on the viewing screen to collect all eye fixings with parameters such as:
- Amount and duration in milliseconds of the first fixation and subsequent ones, as an element of attention and interest in each area of interest.
- Amount of revisitas and visual revisitantes in each AOI in which each image will be decomposed.
- Pupillary dilation manifested throughout the viewing of each image or video.
A complete eye map of the extraction of real information reinforced with scan path, focus map and heatmaps that facilitate its visual interpretation. - Data tables separated by areas of interest that will determine the effectiveness of each image / audio / text.
GRS (Galvanic Skin Response) electrodermal activity meters: with this device, the electrical activity is collected in attention peaks (Peak detection, Peaks respondent and Peaks / minute). The levels of emotional response to emotionally competent stimuli are extracted.
Electrodermal activity (EDA) refers to the variation of the electrical properties of the skin in response to internal and external stimuli, before which the sweat glands become more active, increasing the moisture content in the skin and allowing the current electric flow more easily, increasing the conductance of the skin and decreasing resistance.
Mobile Eye Tracking: Like the Fixed Eye Tracking, it collects the ocular fixations in the amount of them as well as their duration in milliseconds, the first fixation and the subsequent ones, as an element of attention and interest in each selected AOI of each content. It allows to determine which static or dynamic elements determine the eye map before the subject’s environment or engagement.
Neurosensors-EEG: The fourteen-channel electroencephalograph will allow us to collect brain activity in the central nervous system.
Here we interact with the wishes and needs of the consumer, through the precise parameters we obtain; Thus we understand the levels of commitment generated with the brand.
The neurosensors are devices designed and prepared to detect, amplify and analyze the small currents generated by the neuronal activity of our brain (bioelectricity), in this way and combined with the Eye Tracker, we can discover what emotions the eye is looking at, if of pleasure or dislike, desire or rejection, etc.
Analysis of facial microexpressions: micro gestures are evaluated through video analytics.