Frequently Asked Questions
Q: Why should we trust biometric data from Neurolytics?
A: The research method used by Neurolytic is derived from 50 years of psychology research. A co-founder of Neurolytic is a psychology and marketing professor at a leading Australian University who specialises in neuromarketing and biometrics. Neurolytics also conducts probing interviews, just like any traditional market research agency, to validate the results. These interviews also allow us to tap into consumers’ perception and we offer a customised package to include in-depth survey, focus group, and interviews.
Q: What does facial expression analysis entail?
A: We record the respondent's face while they are viewing and interacting with your
marketing stimuli. By mapping more than 50 landmarks on a consumer's face, we can track
the consumer’s facial movement and categorise this into different emotions such as joy,
sadness, surprise, disgust and etc – this allows us to objectively measure positive and
negative emotions even if those that are unconscious to the consumer.
Q: How is eye-tracking different to webcam tracking?
A: We know that there is other eye-tracking technology in the market, namely using a webcam. However, these alternatives are less accurate. In fact, these alternatives cannot account for the position of the webcam and the size of the screen therefore they provide very inaccurate and unreliable results. Our technology, backed up by 50 years of research, track the eye's pupil by using infra-red and through a thorough calibration.
Q: What does eye-tracking analysis entail?
A: Our eye-tracking device uses infra-red to track the pupil of a consumer in relative to the screen or the environment. This allows us to track the gaze of a consumer’s eyes and objectively look at where they are looking at on the screen and the environment. This also allows us to continually measure the consumer's pupil size – this method of pupillometry allows us to look at engagement and level of processing (i.e., are they looking at and processing the information?).
Q: How many respondents do you need?
A: Unlike surveys and focus groups, we do not need a large number of respondents. As biometrics is accurate and very sensitive to small changes, we generally recommend a sample of 10-15 respondents for each permutation of your marketing strategy. For instance, a standard A/B testing will require 20-30 respondents. If you are looking to examine different populations of your customers, say, age group, we will also recommend 10-15 respondents in each age group.
Q: How do you recruit your respondents? Do you need to conduct the research on my customers?
A: We offer different product packages. For the baisc package, we recruit the general population for biometric testing. As biometrics taps into involuntary brain responses or proxy of these responses, there shouldn’t be any significant difference in how people process your marketing stimulus. However, if we do expect differences between, say existing and new customers, we do recommend the recruitment of these different population (again, 10-15 respondents each population). To recruit this, we can leverage on your own customer database (you recruit for us with no charges) or we can recruit for you (generally, $100 per respondent)
Q: How do you make sure your results generate actionable marketing insights?
A: Our team specialises not only in biometrics but has a vast background in marketing, branding, content creation, and design. This is the main pillar of success for Neurolytics because the different speciality and expertise of our team allow us to not only put the science into marketing and consumer research but also generate actionable and unprecedented insights for your marketing strategy