Dec 26, 2023
Melina Palmer invites Jessica Wilson of Imotions to discuss the fascinating world of neuroscience tools for consumer research. Jessica's in research and neuroscience led them to Imotions, a software company that offers a platform integrating various neuroscience tools. The platform includes a study builder, analysis tools, and export options, catering to both commercial and academic clients. Jessica emphasizes the importance of matching the research question with the appropriate technology, rather than being swayed by the allure of shiny gadgets.
She highlights the value of using eye tracking, facial expression analysis, and skin conductance as a powerful combination of tools, known as the "Holy Trinity." However, she also mentions the availability of other tools, such as EEG and heart rate monitoring, depending on the specific research needs. Jessica shares examples of video testing and usability studies, showcasing how these tools can provide insights into consumer behavior, attention, and emotional responses. She emphasizes the importance of using the gathered data to inform design decisions and improve consumer experiences. The conversation concludes with a discussion of real-world applications, including collaborations with universities and healthcare organizations.
In this episode:
00:00:00 - Introduction,
Melina Palmer introduces the podcast and shares her excitement
about conducting research and experiments with Imotions to optimize
her website pages.
00:02:36 - Introduction to Imotions
Jessica Wilson, the director at Imotions, shares information about
the company and their platform. She discusses the wide range of
applications for their neuroscience tools, including consumer
insights, product testing, ad testing, and more.
00:07:43 - Types of Testing with Imotions
Jessica explains the different types of testing that can be done
with Imotions, including eye tracking, facial expression analysis,
and skin conductance. She emphasizes the importance of using the
right tools based on research questions and not getting caught up
in the excitement of technology.
00:08:31 - The Holy Trinity of Eye Tracking, Facial Expression
Analysis, and Skin Conductance
Jessica discusses the Holy Trinity of eye tracking, facial
expression analysis, and skin conductance. These three tools work
well together to provide information on attention, valence, and
physiological arousal. She mentions that there are additional tools
available, but it's important to choose the right ones based on
research questions.
00:10:42 - Consultation and Planning with Imotions
Jessica highlights the importance of consultation and planning with
Imotions. They offer guidance on choosing the right tools and
metrics for specific research questions. The research question
should dictate the technology used, rather than the other
00:15:12 - Video Testing with Biosensor Data
Jessica discusses how video testing can be used with biosensor data
to assess consumer preferences and improve communication. They
share an example of a collaboration between the University of South
Florida and BayCare Health Systems to evaluate the impact of
COVID-19 infomercials on consumers.
00:16:46 - Usability and Sensory Testing
Jessica explains how biosensor research can be utilized in
usability and sensory testing. They mention using biosensors to
assess people's reactions to different food samples and how the
most effective testing methods have distinct research questions and
variables.
00:18:14 - Free Scrolling and Task-Based Testing
Melina and Jessica discuss the different approaches to testing,
including free scrolling to observe natural behavior and task-based
testing to compare prototypes. They emphasize the importance of
incorporating specific tasks into usability studies for
websites.
00:21:08 - Redesigning a Website
Melina shares her experience of redesigning her website in
preparation for her book launch. They discuss the process of
testing mockups of the new site against the existing site to
determine if design changes were effective and if any adjustments
were needed.
00:24:46 - Testing for Different Personas
Jessica explains how they incorporated different personas into the
testing process. They discuss the two personas targeted by the
host's business, entrepreneurial types, and corporate members, and
how the testing aimed to direct each persona to the most relevant
products and services.
00:29:38 - Importance of Clear Tasks in Website Testing
Narrowing down tasks and evaluating if they are working is crucial
in website testing. Asking vague questions about users' interests
and actions can reveal where they get stuck. It's important to
avoid priming users and instead focus on finding potential
obstacles.
00:31:13 - The Power of Focusing on One Thing in Research
Research should focus on one or two variables to obtain clear
answers. Avoiding distractions and confounding variables leads to
stronger insights. Rushing research can result in missed
opportunities for valuable insights.
00:33:20 - Effective Design Elements for Website Success
Salient design elements like big buttons with clear choices greatly
improve the success rate of website interactions. Eye tracking and
behavioral metrics demonstrate the impact of design clarity on user
engagement.
00:34:57 - Challenges with Corporate Persona Landing Page
The corporate landing page proved challenging for users, leading to
confusion and distributed attention. Brow furrow and lower success
rates indicated a need for clearer design elements and more
effective funneling of actions.
00:37:16 - Applying Insights from Testing to Website Redesign
Insights from the previous tests informed the redesign of the
entire website. Big buttons, clear choices, and reducing cognitive
load were integrated into other areas of the site, improving user
experience.
00:43:23 - Eye Tracking Results: Less is More
The study found that participants spent more time looking at the
short testimonials compared to the long ones. They also showed less
brow furrow and had a better overall experience with the shorter
testimonials. This suggests that less text is more effective in
capturing attention and providing a positive user experience.
00:45:37 - Importance of Short Testimonials
The research showed that shorter testimonials are more effective in
capturing attention and creating anticipation for the product.
Participants were able to absorb the positive feedback more easily
and had a better overall experience. Short testimonials provide
social proof without overwhelming the users with excessive
text.
00:46:56 - Evolution of Data Collection Technology
The pandemic and the shift towards collecting data in naturalistic
environments have led to the development of online data collection
platforms. These platforms allow researchers to record facial
expression analysis and eye-tracking data using webcams,
eliminating the need for specialized equipment. This opens up new
possibilities for remote data collection and collaboration.
00:49:20 - Tips for Conducting Experiments
When conducting experiments, it's important to keep them small, be
thoughtful about what to test, and test often. Focus on the most
important aspects, avoid testing too many variables at once, and
have a clear understanding of what you want to achieve. Testing
helps understand and predict human behavior.
00:52:22 - Conclusion,
Melina's top insights from the conversation. What stuck with you
while listening to the episode? What are you going to try? Come
share it with Melina on social media -- you'll find her as
@thebrainybiz everywhere and as Melina Palmer on LinkedIn.
Thanks for listening. Don’t forget to subscribe on Apple Podcasts or Android. If you like what you heard, please leave a review on iTunes and share what you liked about the show.
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