According to research by Harvard Business School professor Gerald Zaltman, up to 95% of our purchase decisions are directed by subconscious mental processes. With the quantum implosion of brand messaging that a consumer receives, it has become imperative for marketers to capture subconscious and unbiased data to help craft business strategy.Eye tracking lets you see how consumers react to different marketing messages and understand their cognitive engagement, in real time. It is one of the most effective techniques available to objectively measure consumers’ attention and spontaneous responses to marketing and communication messaging.
Facial coding is the process of measuring human emotions through facial expressions.This helps to capture in-the-moment thoughts of the sub-conscious mind.The findings leverage the power of implicit research to understand consumer response to dynamic stimuli. This can be used for evaluating and optimising communications, music etc.