In-depth User Experiments?
In-depth User Experiment Evaluation (Consumer and Customer Experiments)
Questionnaires and interviews are not enough to understand your customers.
This is because information based on the words and expressions of the customers is ultimately based on what the customers want to say and their memories.
Accurate observations, cognitive science experiments, or measurement of biological signals may be required for a more accurate and objective understanding of the actions and thoughts of the users.
These measurements must incorporate scientific and systematic experiment methodologies such as cognitive psychology or perceptual psychology.
Automatically extracting the responses and key scenes of each scene by analyzing the eye movements and brain waves of audiences watching a movie trailer
Is the movie trailer attracting the attention of the audience? Which scenes interest them, or bore them? Are they really focused when watching the trailer?
The answers to these questions cannot be obtained by questionnaires, because even the audience themselves do not know.
However, tracking their eye movements while they watch and measuring their brain waves, pupil dilation, or sweat gland activity and then analyzing this data can give you an understanding of what the audience pays attention to in each moment when watching the video, and their level of interest. The audiences do not need to do anything themselves.
Measuring
the Emotions of Users
Brain waves can be utilized to measure emotional states.
How can you measure the emotions of customers while they use a product?
When do they concentrate and when do they get bored while watching an advertisement, or playing a game?
Questionnaires and interviews cannot capture the changes that occur every moment while using a product. It is also not easy to express emotions from experience into words.
Emotional changes cause minute biological changes by affecting the autonomic nervous system.
Understand the psychological changes of your customers through their brain waves, galvanic skin responses (GSR), and heartbeat changes.
Measuring
the Perceptions of Users
Tracking the gaze of people looking at a baseball player. Where should the sponsor’s logo be placed?
Is the core message of the advertisement being delivered properly?
Are the signs and notices attracting the attention of people? And how is the readability of the information presented?
Which parts of a product’s packaging give customers a sense of trust?
Even the customers themselves do not know how they process information when forming thoughts on a product or design. Accurate measurements of the customers’ gaze can give you the answers.
Measure gaze to evaluate the effectiveness of the visual information being presented. Gaze can be measured on-screen and in actual environments.
Measuring the Biases
and Attitudes of Users
The opinions expressed by words do not tell the whole story. How can you find out what people are really thinking?
It is very important to know the brand or purchasing preferences of customers, but this is very difficult.
This is because even the customers themselves do not know their preferences accurately, and have a tendency to consciously give answers that are desirable or ideal.
That’s why it is difficult to find out people’s preferences for luxury brands or their attitudes toward racism through questionnaires or interviews.
However, people exhibit small changes in the method and speed of how they process information according to their biases and attitudes, because of the way our cognitive structures work.
These subconscious biases and attitudes can be found out through computer-based selection tasks and precisely measuring the reaction speeds.
Such methods include the implicit-association test (IAT) or implicit analytic hierarchy preference (iAHP).
These experiment methods have been well-verified by cognitive psychologists.
Consumer experiments that are executed well sometimes become published as research papers, but the experiment design is what is important.
It is important to have discussions together in the early stages, as every experiment needs its own design.
If you need consumer experiments based on measurement, look no further than Brain & Research.
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