This article in the Financial Times Digital Business report looks at the techniques being used to measure consumers’ subconscious responses. Electroencephalography (EEG) is a neuroscience technique that combines eye-tracking and neurological data to measure mind-states, emotions and other subconscious responses. EEG is being used by customer experience consultancies to gain a clear view of how a customer feels when dealing with a company.
The article goes on to discuss the challenges of EEG results being compromised by external factors.
PA’s Adam Hughes an expert in solutions and infrastructure at PA Consulting gives his view on the value of this, saying “The more users are surrounded by lab equipment, such as cameras, helmets and pulse trackers, the more ‘unreal’ the situation becomes and the more skewed the results are likely to be.” Most people, he points out, make online purchases at home.
Humans are more complex than their subconscious alone, he says, and a range of techniques should be used to understand behaviour.
You can view the article in full here