Brain mapping to enhance online experiences

 A new study by NeuroFocus, a world leader in the application of neuroscience to consumer insights, measures consumers’ response to premium websites.

Brain mapping to enhance online experiences

 A new study by NeuroFocus, a world leader in the application of neuroscience to consumer insights, measures consumers’ response to premium websites.

While comparing a spectrum of premium website experiences, NeuroFocus tested three popular website homepages – the New York Times homepage, representing a hard news and commentary experience; Yahoo’s non-personalised homepage, representing light news and entertainment experience; and a Facebook News Feed Page, representing a social experience.

NeuroFocus’ metric system, which was divided into three categories - attention, emotional engagement, and memory retention - was then used to analyse consumers’ subconscious responses to each of these sites.

The overall key findings showed that Yahoo!, The New York Times, and Facebook deliver substantially more engaging experiences than the average websites. For instance, the New York Times scored highest on memory.

Using those same measures, NeuroFocus examined people’s responses to the same advertisement but in different environments – on TV, on a corporate website, and on a Facebook brand page. Results showed that consumers respond differently to the same advertisement presented in a different medium. For example, the ad presented on a Facebook brand page scored higher on emotional engagement vis-à-vis on TV or a corporate website.

Commenting on the study, Dr AK Pradeep, Chief Executive Officer, NeuroFocus, said, “This study underscores what full brain neurological testing measurements can bring to critical decision making when it comes to allocating advertising campaigns across online experiences.”

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