synapses feedback
TRANSCRIPT
Enter in a new era of deep
customer intimacy…
Go beyond what customers are able to
tell us …
Because our body can’t lie
Thanks to the evaluation
of dedicated physiological
parameters, EEG and eye
tracking,
it’s clearly possible to
precisely detect when
emotions are arisen, which
signals are provoking
these emotions… and how
to better activate them.
Translated in:
• Positive/Negative Emotional
responses (Excitement vs
Frustration)
• Intensity of Emotional and
Cognitive Responses (Engagement
vs Boredom, heart rate level)
• Identifying specific signals
activating these emotional
responses (heart rate + eye
tracker)
What we measure:
• Heart rate
• Blood flow
• Skin conductance
• Skin temperature
• Eye-tracker (only for visual materials)
• Combined when required to EEG
(thanks to Emotiv headset, non invasive)
• And afterwards deep qualitative face-to-
face interviewing
Pleasant
Unpleasant
Arousal
High intensity
Calm
Low intensity
Goal !
What we measure:
Heart Rate Eye-tracker
Thanks to EEG:
Level of Frustration vs Excitement,
Engagement vs Boredom
Crescendo effect
Lot of peaks at different
key moments/scenes
High level of engagement, all along the spot
Good balance of positive and negative emotions
Commercial A
What we measure:
Heart Rate Eye-tracker
Thanks to EEG:
Level of Frustration vs Excitement,
Engagement vs Boredom
Extremely low heart rate at key moment:
when product and brand are strongly
present…
Low engagement rate
Low emotional impact: as well positive as
negative emotions…
Commercial B
What we measure: Pleasant
Unpleasant
Arousal
High intensity
Calm
Low intensity
Happy
Excited
Content
Calm
Depressed
Sad Afraid
Angry
Commercial A Commercial B
And identifying
key signals
(visual/audio)
reinforcing or
weakening
Arousal &
Positive valence
of emotions
How ?
1. Warm up - Relaxation
2. Personal Calibration
3. Calibration within the domain of
research (if required)
4. Confrontation to new material
5. Qualitative in-depth interviewing
done in two stages: spontaneous
respondents’ comments and afterwards
discussion with support of collected
neuro-physiological data
6. Final analysis of all interviews,
integrating verbal, non-verbal and
neuro-feedback data (based on
training delivered by external
neurologist)
Each individual is different
=> Thus, crucial to have a
calibration step
Enabling deeper customers’
understanding in several
research domains =
• Communication Pre and
post test: TV, Radio,
Print…
• Packaging – Logo test
• Websites evaluation
• Concept test
• Taste and flavor evaluation
• Perfume test
• Non invasive
• Easy transportable system
• Combination of data
• Immediate recorded info
• Tailor-made setting
• Individual calibration
Advantages =
• No stress for respondents, close to
real situ
• Everywhere
• Look for consistency of recorded
data
• Directly useful for complementary
questioning
• Analysis taking into account
individual differences in attention,
emotion and cognition
• Applicable to targets where it is
generally more difficult to evaluate
emotions
• And affordable
Our tools =
Outcomes =
• Identifying specific signals (visual, sound, taste, olfactory,…)
able to generate deep emotional, cognitive and sensorial
customer reactions
• Revealing unconscious customers’ emotional reactions
impacting their own perceptions and decision processes…
• Helping customers to connect with their deep perceptions,
feelings, impressions,… while keeping close to real life
situation
• Complementary to qualitative research in order to provide
support for optimization of all communication and sensory
materials
Enrich your knowledge of customers’
uncontrolled reactions in order to
maximize the emotional bonding
between them and your brand
It will be a pleasure to present you
a demo
especially if you want to test your
own uncontrolled emotional
reactions ;-)
Contact us
By phone: +32.2.759.91.99
By mail:
