Research into Experiences

The section shows the exploration contexts and methodological input from various applied disciplines.

TSW speaker at Measuring Behavior 2018 in Manchester
TSW ha presentato i suoi case e organizzato un tavolo di lavoro interdisciplinare al symposium “Integration of traditional and neuroscientific techniques in the study of consumer behaviour: the contribution of Neuromarketing”.
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LeDoux’s “double path”: the two different ways of reacting to brain stimuli
How does the brain process information and stimuli? The "double way" of neuroscientist Joseph LeDoux explains a theory.
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Look where I look: the mechanisms of visual communication
How does the visual attention impact on advertising communication? What kind of contribution could eye tracking give? Find out in this article.
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Neuroergonomics and Human Experience: University of Granada and University of Leeds launch new international academic collaborations with TSW
TSW initiates two important scientific collaborations with the University of Granada and the Leeds School of Electronic and Electrical Engineering.
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The sample size for neuromarketing tests
How much is it important the sample size if people for a neuromarketing test? Our Experience Lab answer will astonish you!
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Eye Tracking: the 4 future scenarios
We have translated the article by TheNextWeb, which interviewed us about the future appeals of the Eye Tracking.
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Cognitive load, user experience and survey methods
How is cognitive load monitored? Skin conductance (GSR), eye-tracking and electroencephalography (EEG) investigate the balance between usability of the interface and information complexity.
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Eye Tracking: information has value when viewed
With eye tracking, people's gaze can be monitored to improve the user experience on websites, in retail and in many other contexts.
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Understanding consumers’ emotions with the electroencephalogram
Brain waves and the encephalogram can be used to understand consumer emotions and brand communication effectiveness.
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The truth machine applied to neuromarketing? That’s how.
Maybe the truth machine doesn't really tell the truth, but neuromarketing tools can really help us to understand people's emotions.
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The added value of neuromarketing in improving the effectiveness of an advertisement
What happens if the brand image perceived by users differs from the one communicated by advertising? How can we measure effectiveness?
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Face Reading: understanding emotions to satisfy their customers
From the facial expressions Ekman and Friesen have outlined the basic emotions, and by reading them with Face Reading it is possible to have marketing ideas.
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Neuromarketing and Brand engagement
Thanks to neuromarketing, it is possible to test how much customers are loyal to the brand, measuring the brand engagement.
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Neuromarketing, automatic processes and implicit users responses
Traditional marketing researches stop at what consumers explicitly declare about something, but actually there is much more to learn.
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Analysis of user behavior: eye tracking glasses and shopping experience
Thanks to Pro Glasses 2 we are able to measure user behaviour in different contexts of information and services fruition.
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