Types of research in neuromarketing

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Eye Tracker
The principle of operation is based on the camera recording the distribution of visual attention, the movement of the gaze and what it focuses on most.

The parameters measured include what attracts attention, response rate and engagement level.

As an example, we can describe the case when the BBC analyzed the perception of female superheroes among teenagers. The main goal of this study was to study how the depiction of pakistan mobile phone numbers database superheroes of different genders affects young people's self-esteem and self-confidence.

The researchers tested several TV show trailers featuring both male and female characters, measuring respondents' reactions using eye trackers.



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The study found that teenage girls responded to images of female superheroes much better than their peers of the opposite sex. However, after the female heroes were sexualized, the girls practically stopped paying attention to them.

Eye tracker is an optimal technology in terms of price and efficiency. Availability, fairly simple processing and interpretation of the obtained data allows users and consumers to use this method quite often.

Polygraph
The principle of operation is to record the strength of the emotional reaction, electrical activity of the skin, respiratory rate and heartbeat in response to any question asked or content seen.

The result of the procedure is a measurement of the level of engagement, as well as knowledge of whether the overall response was positive or negative.

For example, a polygraph is often used in combination with other types of equipment to comprehensively learn the reactions of respondents. Thus, the Neurotrend company regularly releases a thematic neuromarketing rating of advertising, Neurovisor. Using an EEG, an eye tracker, and a polygraph, competent specialists analyze the reaction of viewers while watching commercials. Four key indicators characterizing advertising are distinguished: attention, interest, memorability, and emotional involvement. For example, in 2020, according to Neurovisor data, the best advertising during the New Year holidays was a video from Yandex.Market.

Electroencephalography, or EEG
The principle of operation is to record electrical signals from neurons using special sensors attached to the head.

As a result of the procedure, the level of engagement and response is measured.

For example, the South Korean corporation Hyundai has been conducting research using electroencephalography to understand the emotions with which consumers react to various aspects of cars, such as appearance, interior layout, technical features, and so on. As a result, the appearance of cars has changed for the better.

EEG and polygraphy are the most common methods in biomedicine, as a result of which both the user and the consumer understand both the technology and the results. These two technologies hold the lead among all other neuromarketing research methods. It should be noted that polygraphy and electroencephalography are contact methods, which means that special attention should be paid to the application of sensors and electrodes.