NEUROMARKETING Case 1 – Use of neuromarketing

to discover how we really feel

CASE ANALYSIS about Apps
 INTRODUCTION
1. This case is about an experiment conducted by a mobile marketing company plastic mobile and neuro marketing
company
2. In this case neuro marketing technique electroencephalography (EEG) and eye tracking device is used to
determine the effect of mobile applications on consumer buying behavior
3. The data is decoded into distinct metrics : emotional engagement and attential activation
4. The study was conducted on 30 young professionals aged 25 to 45 all suing iPhone
5. The participants were instructed to perform 5 consecutive steps which are opening the app , browsing , selecting
the product , check out and finally purchase of the product
6. 2 surveys were filled by applicants in before and one after the experiment the results were then compared with
the EEG results and then implications were drawn from it
7. Based on the study impact of mobile applications on users emotional engagement and attentual attention was
studied .
8. At different stages of navigation , factors affecting engagement were studied for creating a strategy for the
company
METHODOLOGY
• The study participants consisted of 30 young professionals aged 25 to 45 who owned and
frequently used I Phone 4, 4s and 5
• By applying neuroscience to this diverse group of users while they interacted with
transactional mobile applications from Best Buy, Hyatt and Pizza Pizza.
• To Understand what makes a successful purchasing experience in a mobile application.
• Participants were asked to complete 2 Surveys (One before the test and one after), It was
used to assess the explicit opinions that they had about each brand and the usage of apps.
• The eye tracking testing was conducted by allowing participants to navigate each app for 1 -
2 minutes, Helped in gathering qualitative insights about first impressions and most viewed
pages.
• The EEG testing was conducted to determine qualitative and quantitative insights about
brain reaction, or “implicit”' data, and visual attention
 METHODOLOGY
The participants were asked to conduct these five consecutive steps for each of the three
mobile applications

1 Open the App

2 Browse for a previously Determined Product

3 Select the Product

4 Proceed to the Checkout Screen

5 Make a Purchase
RESULTS AND IMPLICATIONS
Finding 1 – (We Do not Say What We Mean)
• When asked to identify their favourite part of the transaction process, A majority of
participants identified the selection stage as the part they liked the best for all the 3 apps,
However it was the checkout stage that reflected the highest level of engagement in the EEG
Study, Particularly in the case of Pizza Pizza app.
RESULTS AND IMPLICATIONS
Finding 2 – (Looks Really Do Matter)
• Limited real estate of mobile screens makes providing an amazing in app experience a challenging task.
• Hyatt application offered a number of options in a long and inaccessible list. According to the eye
tracking, majority of participants' did' not' focus’ on these images closely or for a significant length of
time as there were too many and overall they fought with the text for the users attention.
Finding 3 – (Making the most of a Small Place)
• Participants were more responsive to images than Text
• The study found that when in the discovery phase, participants spent more time on average viewing
images and price as opposed to description and content.
• When a product was chosen in the selection stage, the visual attention shifted from the image to
description,with price remaining a consistent focus for participants
• The top performing stages are home page, selecting camera and first check out screen. Navigation
time per screen averaged 30 seconds; total navigation time averaged 2.3 minutes.
RESULTS AND IMPLICATIONS
Finding 4 – (Mobile Impacts Brand Perception)
• In the survey conducted prior to using the Hyatt app, participants noted words like classy,
Comfort, Luxury and Elegant to describe the Hyatt brand. This is aligned with the perception and
identity Hyatt consciously cultivates around its brand. However, in the post experiment survey,
Participants identified Hyatt as expensive, Complicated and premium.
• In this study the participants found the Hyatt App to be complicated and 38% said that they
would not use the app again. Whereas Pizza Pizza generated a positive brand perception and 79%
of the participants said that they would use the app again and 83% would recommend the app to
a friend.
CONCLUSION

When asked to identify the best part of the transaction process most of the participants identified selection but
after the study by EEG it was seen the most important part was the checking out which clearly indicates that
brands perception is dependent on mobile application of the brand
Factors like screen size , image to content ratio have an impact on brands perception in the mind of consumer
In the study brands like Hyatt which was already an established brand resulted in creating a negative attention
and emotional engagement as the mobile application experience was not as per the consumer demands where
as an pizza app which used half of the screen for just images resulted in a positive image in the minds of
customers which earlier was not an established brand like Hyatt
By analyzing the qualitative data using neuro marketing techniques it could be concluded that elements in a
mobile transaction do make a significant difference in the mind of the user .
By looking at users qualitative, emotional engagement with 3 different transactions applications who people
truly respond to in a mobile commerce situation
 Managerial Implications

1. By providing qualitative data on users' emotional and attentional reactions to mobile commerc
experiences, managers will be better able to determine what really resonates with users when
browsing, selecting and purchasing items on mobile.
2. Opened the door for brands, companies and agencies to enhance quality assurance testing and
add a robust method of user experience testing to the creation of mobile experiences.
3. Knowing what types of images resonate with a particular user audience by testing emotional
engagement and eye tracking can better help brands engage users throughout a mobile journey
4. By determining what really resonates with users managers can better identify how mobile user
experience design and architecting should be applied to ensure a solid mobile experience.