ShareIn the digital world, online user experience (UX) has been prevalent since the early 90s. Since then, the concept has continuously evolved to reflect the expectations of consumers in this modern world of ours.
Because UX is at the core of any digital marketing strategy worth its salt, trying to understand and predict the mindset of consumers in your target market is crucial. That’s why here at Coast Digital, we’ve taken market research to the next level.
Thanks to the acquisition of cutting-edge biometric technology, we can give you the ability to understand your customers like never before.
What is biometrics?
Biometrics, in its simplest form, is the scientific measurement and analysis of human emotion and behaviour. In the world of digital marketing, biometric technology can take your market research to new heights by allowing you unparalleled insight into user behavioural patterns.
Biometrics & online marketing
It’s no secret that human beings are irrational creatures. That’s why when it comes to making decisions, we’re driven by emotion as opposed to rational thought.
When we talk about UX research and appealing to a target market, a number of factors come into play. We need to understand the challenges and frustrations that customers face in order to counteract them by delivering an engaging and accessible online experience.
Before now, we’ve relied on a blend of hard data and user insight that comes directly from the horse’s mouth, so to speak, in the form of techniques like questionnaires and telephone interviews. Although these methods have proven valuable in their own right, we’re now entering a new phase of research that relies not only on what users say, but on how they think, feel and act in response to what they see on screen.
This gives us the ability to:
- Improve consumer engagement with your brand
- Determine how users feel when they view your site
- Identify key optimisation opportunities
- Increase conversion rates
Read about our UX Biometrics Research Lab.
Triple threat technology
Eye tracking technology
Our screen-based eye tracking equipment measures a user’s point of gaze to identify and record areas of visual interest. By studying the areas of your site that attract a user’s gaze, we can determine which aspects of your site are effective and which may need optimising.
Galvanic Skin Response sensor
The Galvanic Skin Response (GSR) sensor measures skin sweat levels to ultimately determine a user’s degree of emotional arousal. Although GSR technology can’t determine which emotions are being felt, it can indicate how emotionally charged a respondent is – hinting at the quality of the user’s experience, as well as their emotional journey.
Facial expression analysis
State of the art facial expression recognition software is able to locate facial features and identify facial movements (like brow furrows, raised eyebrows, smiles etc.) to determine up to 7 different emotions:
- Joy
- Surprise
- Anger
- Contempt
- Fear
- Sadness
- Disgust
Revolutionise your UX research
When combined and synchronised, this remarkable biometric technology becomes even greater than the sum of its parts. With the ability to view live data streams and export raw data, we can start to really understand which on-page elements appeal to consumers, and which don’t.
Want to join the UX research revolution? Contact us today!