Behavioral Research Blog

Marketing and market research blogs

Posted by Annelies Verkerk on Nov 1, 2016

You have never met such a colorful team as the Noldus Consulting Team of Noldus Information Technology.

They (we) go to conferences where there are wheel of fortune games and water-pong challenges in vendor booths, harbor cruise dinners and cocktail parties with all conference attendees, and fantastic conference swag to bring home. Marketing really is a different world!

It’s not all fun and games - they also have time to write brilliant blog posts about consumer behavior which are published on the Noldus Consulting website. Consumer behavior, and how consumers make choices, is of particular interest to our team; we’d like to share some popular posts on these topics here with you.

By clicking below, learn all about gamification in marketing, facial expression analysis, and the difference between self-report, qualitative research, and unobtrusive observations.

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Topics: FaceReader, consumer behavior, Neuromarketing, consumer behavior research, market insights, advertising, consulting

Three things we take with us from 2014

Posted by Annelies Verkerk on Dec 23, 2014

As the year comes to a close, the results are crystal clear.

We have rounded up the top three most viewed blog posts of 2014 in psychology, neuromarketing, and autism research.

Interested? Read on!

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Topics: autism research, parent-child interaction, parent-infant dyads, Neuromarketing

Making Sense of the Senses: The Real Cost of Paying Attention

Posted by Jason Rogers on Nov 11, 2014

By Jason Rogers, Ph.D.

We live in a demanding world: the snort of an email, the squeal of a text, fare alerts, breaking news, SQUIRREL! What was I saying? Oh yes, we live in a distracted world. With DVRs holding thousands of hours of entertainment; phones and tablets keeping us occupied while we watch those thousands of DVRed hours, it seems that something always has our attention. But what does that really mean? The term itself is used a bit like a commodity: always demanding that we pay for it. The affectionally dubbed “Brain Bank” allows a controlled bit of withdrawal at any given moment. We are literally trapped in a world bombarded by sensory information. As you read this, you are neglecting your world in order to process these words. What do you hear right now? What sweater are you wearing? Now are you thinking about what you are going to wear tomorrow? Or what’s on your calendar? SQUIRREL! Please allow me to withdrawal a bit of currency from your Brain Bank to discuss the real cost of paying attention.

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Topics: autism research, consumer behavior, Neuromarketing, consumer behavior research, neuropsychology

Neuromarketing: hope or hype?

Posted by Leanne W.S. Loijens on Jul 29, 2014

The application of neuroscience methods to marketing – neuromarketing – is growing in popularity. Marketers hope that neuroscience will provide them with information that is not obtainable through conventional marketing methods such as questionnaires and focus groups. Can neuroscience be the holy grail of the study of consumer behavior?

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Topics: FaceReader, consumer behavior, physiology, Neuromarketing, consumer behavior research, eye tracking, EEG

Why do we drink less when watching gut-wrenching movies?

Posted by Annelies Verkerk on Jul 7, 2014

It has never been said that humans are immune to the emotional effects of lying, stealing, and cheating, but the majority of us are not easily fazed since we encounter this type of thing every day. It might only be a fragment of a movie we are watching: morally offensive acts such as crime and deception are all around us on the news, in the papers, and on the streets.

In a recent study, Cindy Chan and her colleagues (Department of Marketing, Wharton Business School, University of Pennsylvania) posed the question: How does exposure to moral violations influence consumption? The researchers explain that, for example, people may drink less coffee while reading the Sunday paper’s exposé of corporate fraud, a violation of ethical business practices. Or people may consume less candy at the theater while watching Wall Street, a film that portrays destruction, crime, and greed.

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Topics: emotion recognition, FaceReader, Neuromarketing, consumer behavior research, emotions

Automated Facial Coding in the Field of Neuromarketing

Posted by Annelies Verkerk on Mar 17, 2014

By Peter Lewinski - Many would agree that speaking in front of 250 senior-level industry and academia leaders from +30 countries can be a breakthrough for any career in the young field of neuromarketing. However, I think it is even cooler when you get a chance to mingle with the board members, professors, start-up founders and all the people that do the cutting-edge work with the instant visibility of the award-recipient.

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Topics: FaceReader, facial expression analysis, Neuromarketing

5 videos on neuromarketing and facial expression analysis in 2013

Posted by Annelies Verkerk on Dec 23, 2013

1) Neurotalent of the year 2013
Vote for Peter Lewinski as the Neurotalent of the year 2013! To assess ad effectiveness Peter Lewinski used facial coding software that tracks over 500 superimposed key-points on a 3D artificial facemask. He gathered online 900 recordings (0.7 million frames) of facial reactions to advertisements and analyzed over 4.1 million unique data points.

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Topics: emotion recognition, FaceReader, facial expression analysis, Neuromarketing, eye tracking, avatar, neuropsychology

Facial expressions test - reactions to bitter food vary between high and low BMI

Posted by Annelies Verkerk on Nov 20, 2013

Overweight and obese individuals are at increased risk for many diseases and health conditions. By 2050, as much as 50% of the UK population could be obese at a cost of £50 billion a year, warns the National Obesity Awareness Week. To create awareness, they have organized a National Awareness Week from 13 to 19 January 2014. Their goal is twofold:  putting the obesity crisis at the top of the agenda and teaching people how they can begin to tackle the problem.

In many recent research projects, the overweight and obese are the subjects under investigation. “Why do people who are overweight or are at risk of becoming overweight eat differently from thinner people?” is the question David Garcia-Burgos and Maria Clara Zamora asked. Basing their study on recent hedonic eating theories of obesity, they hypothesized that overweight individuals would be more reactive to unpleasant tasting food than lean people.

Is there a link between obesity and a dislike of bitter-tasting food?

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Topics: emotion recognition, FaceReader, facial expression analysis, consumer behavior, Neuromarketing, consumer behavior research

Measuring the creative process

Posted by Andrew Spink on Nov 18, 2013

After Albert Einstein died, his brain was preserved and in the following decades scientists have studied it to try and see if there was anything exceptional about it.  It is hard to draw conclusions from just one subject, but one clear difference is that he had an exceptionally large number of glial cells in the area of the brain responsible for incorporating and synthesizing information from other brain regions [1]. Glial cells are important for a number of brain functions, including signal transmission.

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Topics: Observation lab, Neuromarketing, living labs, Portable lab, behavioral research, brain waves, EEG, New York

Facial expression analysis: the future of research in advertising, education, and more

Posted by Annelies Verkerk on Aug 23, 2013

A reaction to a product in a store or an assignment in the classroom can tell a lot about the effectiveness of the advertising or the learning method. These reactions can be studied using facial expression analysis, a research method which looks at the facial expression of a person to determine their emotional reaction to some sort of cue. Of course, facial expression analysis is not only limited to these settings – anywhere there is human interaction (with another human or with an object), there is the potential to gain valuable insight on consumer behaviors, emotional reactions, and much more.

FaceReader is software for automated analysis of facial expressions, which gives an objective assessment of a person’s emotion. It can increase the accuracy and reliability of research using facial expression analysis, and make data collection more effective and efficient. On our Behavioral Research Blog, we have published numerous blogs where FaceReader was used for facial expression analysis. Here are a few of them:

  • Terzis et al. discovered that empathetic and emotional feedback helped make e-learning easier. They used an avatar which emulated the student’s emotional response to an assessment if the FaceReader analysis and the human judges’ analysis matched. The empathetic avatar would match the emotion and then encourage the student. Students with the avatar found the material as easier to learn and more enjoyable and useful than those without the avatar. Read more...
  • Relational Agents (RA) are human-like avatars on the computer that are used to interact with humans. These RAs promote social bonds forming over the long term. The avatar created can be used in many ways, such as in video games, health care, or even teaching. Learn more!
  • Advertisements are designed to make us react to them. Lewinski et al. showed that specific patterns of facial expressions can partially explain the effectiveness of the advertisement in amusing persuasive video stimuli. These researchers used FaceReader to analyze facial reactions to three videos with different levels of how amusing they were. Interested? Read more...
  • An objective assessment can often be more accurate than even the participant’s personal assessment. Danner et al. tested people’s reactions to different orange juices and used FaceReader to analyze their emotional state. To read about the results, click here.
  • Drape et al. explored technology integration in the classroom. To do this, they used numerous techniques including observations, qualitative interviews, and facial expression analysis. Facial expression analysis was done with FaceReader to analyze non-verbal behavior of the students when they watched a video on their computer. Click here to learn more.
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Topics: emotion recognition, on-site research, video observation, FaceReader, facial expression analysis, Neuromarketing, Human-Computer Interaction

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