Emotional Engagement Measurement™

Emotional Engagement Measurement™

Emotional Engagement Measurement™ provides an objective assessment of a customers’ emotional response to a variety of brand assets, ranging from an online experience to a paper advertisement. This can be particularly useful in some specific sectors such as retail and gaming where marketing often calls on emotional leverage to gain brand awareness and increase customer engagement. It can also be used for more research oriented projects for example on ‘web stress’ (see our white paper on web stress).

Our solution combines Electroencephalography (EEG), which measures the electrical activity produced in the brain in response to stimuli, with Eye Tracking technologies which capture data points linked to participants’ gaze when the stimuli are presented. The data is collected while participants attempt tasks, carry out scenarios or are presented with brand assets in a controlled environment. The two sets of data are combined, using the criteria such as cognitive, visual and emotional attention as well as emotional engagement and an apprehension/excitement index.

The deliverable is a report providing visualisations such as heat maps and actionable recommendations for improving the user experience from an emotional perspective.