Emotional engagement – the customers’ eyes have it

A ground-breaking new device has been launched that claims to be able to measure customer’s emotional engagement with company brands

Foviance helps businesses to “optimise and integrate their customer touch-points” in order to give them a clearer idea of what their customers want and how best to engage with them.

Together with SensoMotoric Instruments, Foviance has developed its “Emotional Engagement Measurement” device which combines a variety of techniques to collect data on emotional states.

Research methods involve collecting “eye tracking data [...] with SMI solutions and brain data on emotional states collected with a specialised neuroheadset.”

EEG data gives some understanding of how the brain “responds to different experiences, revealing unconscious emotional states”. This is considered especially relevant for studying consumers as buying decisions are often made on an unconscious level.
This data, Foviance says, can offer companies “actionable insights on how to increase the effectiveness of marketing and improve customer experience.”

In a test run, a special interface was developed by SMI to integrate the headset with the eye tracking device, which “successfully delivered a service to analyse home, product and landing pages, as well as banner and email content.”

The eye tracking means that emotional reactions can be measured according to where the visual attention is focused at a certain time.