Source: Foviance, 12 October 2011
Today, a new website was launched on Emotional Engagement, uncovering
a ground-breaking technology that enables businesses' to understand if
they have engaged with their customers on an emotional level. Foviance,
the expert in customer experience, worked with SensoMotoric Instruments
(SMI), a world leader in computer vision applications and developed
their Emotional Engagement Measurement™ (EEM™) service, which is a fresh
approach to customer experience research.
The Emotional Engagement Measurement™ service combines a variety of
Foviance's user research methods, eye tracking data collected with SMI
solutions and brain data on emotional states collected with a
specialised neuroheadset. Measuring emotional engagement has always
been a challenge for customer experience professionals because emotions
are largely driven by unconscious processes.
Electroencephalography (EEG) data provides a view on how the brain
responds to diff erent experiences, revealing unconscious emotional
states. Foviance's expert consultants are able to use this brain data to
offer clients actionable insights on how to increase the effectiveness
of marketing and improve customer experience.
In a pilot project with Foviance UK, SMI developed a special
interface to integrate the Emotive EPOC neuroheadset with the SMI
Experiment Suite 360° eye tracking software and the SMI RED eye tracking
device, which successfully delivered a service to analyse home, product
and landing pages, as well as banner and email content. By adding eye
tracking to EEM™, each emotional reaction can be objectively associated
with the focus of visual attention at a certain time.
Or in plain words: 'In an EEM™ study, we get deeper knowledge on the
process of information processing because we know where someone was
looking when the brain reacted in a certain way'. Foviance is really
excited to have this resource available, which will be come the
knowledge base of emotional engagement worldwide.
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