Research into Experiences

Usability is a beautiful concept, more than the term and its use, or abuse, make us think. The word comes from the Latin uti use, simple then. Not really, because the meaning of this term is often neglected or reduced to its daily meaning of using something, the habit of the act or being the usual thing itself.

The 5 W rule today has a new element, which is fundamental for us: the WITH. A notion of togetherness that is the basis of the deep motivations of many of our practices.

What is there behind Iliad success? What kind of maketing and communication strategy did Iliad use to come closer to potential customers?

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”.

How does the brain process information and stimuli? The "double way" of neuroscientist Joseph LeDoux explains a theory.

How does the visual attention impact on advertising communication? What kind of contribution could eye tracking give? Find out in this article.

TSW initiates two important scientific collaborations with the University of Granada and the Leeds School of Electronic and Electrical Engineering.

How much is it important the sample size if people for a neuromarketing test? Our Experience Lab answer will astonish you!

We have translated the article by TheNextWeb, which interviewed us about the future appeals of the Eye Tracking.

How is cognitive load monitored? Skin conductance (GSR), eye-tracking and electroencephalography (EEG) investigate the balance between usability of the interface and information complexity.

With eye tracking, people's gaze can be monitored to improve the user experience on websites, in retail and in many other contexts.

Brain waves and the encephalogram can be used to understand consumer emotions and brand communication effectiveness.

Maybe the truth machine doesn't really tell the truth, but neuromarketing tools can really help us to understand people's emotions.

What happens if the brand image perceived by users differs from the one communicated by advertising? How can we measure effectiveness?

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.

Thanks to neuromarketing, it is possible to test how much customers are loyal to the brand, measuring the brand engagement.