Emotional Engagement

CA Calls for European Businesses to Wake Up to ‘Web Stress’ or Risk Losing Customers and Sales

• World’s first* neurological experiment into poor online customer experience proves existence of ‘web stress’
• Brain wave analysis indicates that consumers need to concentrate 50% more than normal when using a badly performing website
• Two most stressful points of the online sales cycle are search and checkout

* Based on extensive desk research in February 2010. Read more…

To explore ‘web stress’, CA partnered with Foviance to see if application performance had an impact on buying habits and consumer behaviour online.

Using an EEG (Electroencephalography) cap and sophisticated neurological and physiological testing equipment, volunteers were wired up during the study and had their brain wave activity monitored. Everyday tasks online such as finding and buying items were tested by the volunteers.

The results revealed that search and checkout were the two most stressful points of everyday processes carried out online, resulting in the volunteers exhibiting a heightened level of ‘web stress’. This type of stress results in more than three quarters of customers abandoning websites before they have completed the task that drove them to the site in the first place. To download the whitepaper a valid e-mail address is required, however Foviance will not contact you unless you specifically request it.

London, UK, 11th June 2009 – Foviance, the expert in customer experience, reveals how subconscious behaviour can be better understood through research into emotional engagement. Read more…

We all know that emotions play a critical role in decision making. Psychologists have demonstrated conclusively that a great deal of consumer behaviour is not rational and that emotion invariably trumps logical thinking. Of course, marketeers also know that connecting at an emotional level with consumers, pays commercial dividends. Measuring emotional response is not possible using the traditional tools of market research, such as surveys or focus groups, because people are simply unable to articulate their emotional states reliably. EEG (electroencephalography), conventionally used for medical research purposes, can however accurately gauge emotional engagement when used with other research methodologies.

This white paper describes how our approach, EEM™ (emotional engagement measurement™) can offer up significant new insights and thus enabling brands to better meet the needs of the market.