Presented at SCREENS 2013 in Toronto. Details at fitc.ca/screens Until now, Marketers have relied heavily on users’ explicit responses and feedback to mobile applications to determine whether their mobile commerce efforts have hit the mark. However, with so many variables, external expectations and preconceived notions weighing on people’s responses, traditional research methods like focus groups can be notoriously unreliable. So, Plastic Mobile and True Impact Marketing conducted a study that applied neuroscience to user experience to explore what users actually saw, thought and felt when following the customer journey in three transaction-based mobile applications. Neuroscience, or the study of the brain’s response to stimuli, shines a light on the grey area of users responses. By determining positive and negative emotions and attentional activation – rather than relying on people to say what they mean without any bias, influence, or other variables altering their true reaction – the study finds new insights into “engagement.” By connecting sensors to designated areas of the brain, we saw which stages of a mobile transaction elicit positive or negative emotions and which areas received the most attention. The findings can help marketers and user experience designers optimize every precious pixel.

1. Neuroscience Brightens the
TH E G R EY AR EA O F M O B I LE
US E R FE E D BAC K OCTOBER 2013
Salome Salle hy
@salomesallehy
salome@plasticmobile.com
Diana Lucaci
@dianalucaci
diana.lucaci@trueimpact.ca

2. I N T R O D U C T I O N

3. 15

4. 15
We Wanted to Understand

5. 15
We Wanted to Understand
How People Really Feel

6. 15
We Wanted to Understand
How People Really Feel
About Mobile Apps

7. 15

8. 15
So We Went Straight
to The Source...

9. 15
So We Went Straight
to The Source...
The Brain

10. N E U R O M A R K E T I N G
A B A C K G R O U N D E R

12. 15
90% of Behaviour is
Driven By Emotion

13. 8
Emotional Vs. Logical Brain

14. Emotional

15. Logical

16. Feel Say Do

17. Feel Say Do

18. Feel Say Do

20. YOU SAY WHAT YOU
THINK

21. BUT ACT ON HOW YOU FEEL
YOU SAY WHAT YOU
THINK

22. Neuroscience:
fMRI, EEG
Biometrics:
Facial coding, Eye tracking, GSR

23. Neuromarketing
Neuroscience:
fMRI, EEG
Biometrics:
Facial coding, Eye tracking, GSR

24. EEG & Eye Tracking
Marrying Eye Tracking + EEG
uncovers never seen before insights

26. WHAT’S BENEATH THE SURFACE
HOW CAN WE PREDICT BEHAVIOR?
HOW CAN WE OPTIMIZE CONTENT?

27. M O B I L E A N D
N E U R O M A R K E T I N G

28. How We Met

29. What Does
Neuromarketing
Mean to Mobile?

30. Our
Hypothesis

31. What We Did

32. P I Z Z A P I Z Z A

33. Four Findings For
New Perspective

34. Every Inch Matters
FINDINGS & RECOMMENDATIONS

36. P I Z Z A P I Z Z A

37. Findings:
Images & prices are areas of focus
Recommendations:
Prioritize your content
P I Z Z A P I Z Z A

38. 29

39. Apps Influence
Brand Perception
FINDINGS & RECOMMENDATIONS

40. Before

41. Apps
Enhance
Brand
Affinity
After

42. P I Z Z A P I Z Z A

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

44. Engage Them
When It Counts
FINDINGS & RECOMMENDATIONS

45. P I Z Z A P I Z Z A
SOMETIMES 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

46. P I Z Z A P I Z Z A

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

48. 37

49. Images Are More
Than Just
Pretty Pictures
FINDINGS & RECOMMENDATIONS

50. OPEN APP
BROWSE/
FIND HOTEL SELECT HOTEL BOOK ROOM
CHEC
CONF

51. OPEN APP
BROWSE/
FIND HOTEL SELECT HOTEL BOOK ROOM
CHEC
CONF
People respond to certain
images

52. P I Z Z A P I Z Z A

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

54. W R A P P I N G I T U P

56. Your Customers

57. Your Customers
are More

58. Your Customers
are More
Than Data

59. Small Screens
Need Prioritization
of Content

60. Get it Right With
Good Insights

61. Enhance Any
Experience With The
Right Design

62. Neuromarketing
Insights
Can Guide Usability

63. T H A N K Y O U !
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