Brainwave-Driven Design Feedback: Embracing Neuro UX in User Experience
What is Neuroscience, and What is Neuro UX?
Neuro UX utilises neuroscience to explore user reactions and abilities in relation to various tasks and stimuli. By using Neuro UX, you can discover what people genuinely think of your test product packaging or materials. The primary focus is on consumer reactions to apps, websites, product packaging, and marketing materials (messages, advertising, visuals, etc.).
Neuro UX aims to understand human emotions, reactions, attention, susceptibility, and avoidance desires through physiological indicators. It uses measures that the human body does not consciously control, such as brain waves, cardiovascular and heart indicators (pulse, blood pressure), changes in the skin's chemical composition, muscle contractions (e.g., facial muscles), eye position (what is noticed), and pupil size changes.
For example, one might measure the difference in impulses between the right and left frontal lobes of the brain using a specialised device to understand whether an individual would choose or avoid a product or advertisement. By grasping subconscious and primary reactions, we can assess whether a person might unconsciously make a purchasing decision based on emotions, avoiding the mentally more complex rational consideration.
Read Your Clients' Thoughts.
95% of our thoughts, emotions, and learning occur subconsciously. According to one study, a person can solve a puzzle 8 seconds before becoming conscious of it. Thus, numerous processes are happening inside our heads that are invisible, but understanding them gives a significant advantage in planning sales strategy. (Dooley, 2012)
Neuro UX helps you understand what's going on in your customer's mind to achieve better sales results for less money.
How We Measure Human Reactions at Trinidad Wiseman?
- the process resembles a standard user test
- we require a stimulus from the client – image, video, webpage, prototype
- testing with 15 people
- using Muse and MyGaze
Data Collection Methods
You can read more about human reactions, the measurement and interpretation of brain waves, and how this information assists a company's product development and marketing team in making more consumer-friendly decisions in a previously written article on the subject of Neuro UX. How to test product packaging designs with brainwaves?
Testing Product Packaging or Service with Neurofeedback
Cost of Service
A study with 3 product packaging and 30 people costs €13500 + VAT (our neuro ux study prices start at €2600 + VAT). Explore our previous articles on Neuro UX topics: "Neuro-UX or What I Really Think of Your Product" and "We All Have Moods and Feelings – How Do We Measure Them in User Tests?"
Get in Touch!
Would you like to order a Neuro UX project from us? Please contact our Head of Service Design for further assistance.
If you wish to discuss your project or have questions about the work being done at Trinidad Wiseman, please feel free to get in touch with us.
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