Foviance launches emotional engagement research
Neurological research provides crucial insight into customer experience from an emotional perspective
London, UK, 19 December 2008 – Foviance, the expert in customer experience, has launched a pioneering new method of measuring customer experience for ecommerce and gaming website visitors. Electroencephalography (EEG) research provides the means to gather detailed information on a user’s emotional relationship to a brand or service.
Neuropsychologists have shown that 85% of decision making happens at a subconscious level. Foviance has also tested and proven emotionally engaging websites to provide higher commercial returns.
EEG involves measuring electrical activity in different parts of the brain in response to certain stimuli. Once the preserve of the clinical lab, Foviance has pioneered the use of EEG in the assessment of user experiences. By recording reactions at different stages of interaction with a website – with emotions ranging from excitement and anticipation through to anxiety and boredom – Foviance can provide detailed and specific site design recommendations that improve customer conversion.
Foviance customers have already started to benefit from EEG. So far, Foviance has analysed the emotional responses of online poker players, measured response to imagery alternatives on a travel site and identify effective merchandising strategies for an online retailer. EEG can be used to assess emotional response to various types of stimuli and Foviance plans to apply the method to understand the multi-channel user experience. For example, it is possible to gauge people’s emotional engagement while on the phone to a call centre.
Marty Carroll, consultancy director, Foviance said: “We recognise that differentiation in user experience for many brands means moving beyond simple efficiency, performance and functionality, towards connecting with consumers emotionally. We are incredibly excited to be bringing this complex neurological science to the marketing industry for the benefit of businesses and consumers.”
EEG on PKR gaming research
PKR is an online poker playing site that uses advanced gaming technology to provide 2.25 million subscribers with personal, involving and highly entertaining poker games. Foviance and PKR used EEG to measure players’ visceral responses to different stages of gameplay and gameplay outcomes. Foviance research revealed that for the novice player, PKR offered much higher levels of emotional engagement compared to competitors’ sites. Foviance was also able to identify the peaks and troughs in concentration, the areas that cause confusion for the novice player and the importance of the tutorial stages in engaging customers. Now PKR is also aware of how high levels of concentration and focus on what is happening in some stages of the game mean that the company can optimise cross-marketing and up-selling opportunities during the game.
Simon Prodger, marketing director at PKR Technologies said: “This method of user research helps us understand the all important emotional experience that customers go through when using our site. This is very important to PKR as we aim to provide the most engaging poker experience online. Foviance’s insight has helped us identify how we can harness and develop the unique aspects of PKR’s engaging and immersive approach to online poker to ensure that our customers enjoy the highest quality experience possible.”
Foviance EEG measures factors ranging from cognitive and visual attention to emotional attraction and engagement, revealing the pattern of visceral activity during an experience. It uses an Apprehension/Excitement index to reveal how people respond to specific incidents and allows for comparison with other everyday activity benchmarks.
The service, developed in tandem with Neuroco is available immediately from Foviance.
Press Coverage
econsultancy: EEG: cracking your clients’ sub-conscious
By Marty Carroll, February 19, 2009
Easss.vox.com: Online poker firm engages in scientific inquiry in order to relaunch their site
By easses.vox.com, January 25, 2009
LobsterPoker: Using science to assess Poker player preferences
By Diana Sterling, January 18, 2009
NetImperitive: Guest Comment: Winning minds through cutting edge consumer marketing
By Marty Carroll, Foviance, January 12, 2009
GamblingReview: PKR.com Researhes Brain Reactions To Provide Better Service
By Gambling Review, January 9, 2009
UsabilityNews: Online poker company uses Science to assess Player Preferences
By Joanna Bawa, January 8, 2009
DigitalResponseMedia: EEG research ‘could aid internet marketing’
By Digita Response Media, January 8, 2009
ZeroStrategy: New advance in brand relationship
By Zero Strategy, January 7, 2009
SwissPoker: PKR Getting Inside Your Head
By Richard Honegger, January 7, 2009
Online-Casinos.com: Getting inside your head
By Online-Casinos, January 6, 2009
GlobalGold: Foviance: Understanding decisions improves business
By: Global Gold, January 6, 2009
BCS: New Method ‘finds brand emotional relationship’
By BCS, January 6, 2009
4flush.com: Mind-Blowing To Brain Scannin; What’s PKR Poker Up To Now?
By 4 Flush, January 6, 2009
RecentPoker.com: Online poker company uses science to assess player preferences
By RecentPoker.com, January 6, 2009
RuffPoker.com: Online poker company used science to assess players
By RuffPoker, January 6, 2009
GamingIntelligence: PKR Turns to Neurology to Understand Player Preferences
By Gaming Intelligence, December 23, 2008
DealerSupport Customers’ emotions to be analysed
By Dealer Support, December 23, 2008
NewMediaAge PKR taps into user emotions with Foviance
By Charlotte McEleny, December 18, 2008
For further information:
Melanie Hesketh / Becky Cheers
Prompt Communications for Foviance
+44 208 996 1638 / +44 208 996 1636
foviance@prompt-communications.com