The Use of Eye-Tracker and Face Reader as Useful Consumer Neuroscience Tools Within Logo Creation

To chci

Traditional methods of conducting consumer behavior do not provide enough detailed information and therefore the paper aimed to demonstrate the use of consumer neuroscience when examining a selected product policy tool by using biometric methods to identify emotions and subjective consumer preferences. Consumer neuroscience tools provide valuable information to decide on the success of the company in the future, so we consider it as essential to inform entrepreneurs and subjects alike about this modern way of studying consumer behavior. The subject of the research was the original logo of the selected company and the design of three new logo variants that were created using the online graphical tool. Primary data collection was realized under laboratory conditions using the Eye Tracker and Face Reader. Overall, based on the results of our research, we rated the proposal no. 1 as the best one because it kept the views of respondents for the longest time and each respondent looked back at this color combination. The same results were confirmed as well by heat maps. The new logo found for the selected company, however, is recommended for further testing, such as AB testing involving consumer neuroscience tools, to verify the validity of the research undertaken. … celý popis

Podrobná bibliografie

Hlavní autor

Katarína Neomániová

Další autoři

Jakub Berčík
Anka Pavelka

Typ dokumentu

Články

Fyzický popis

7 ilustrací

Publikováno v

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis. -- ISSN 1211-8516. -- Roč. 67, č. 4 (2019), s. 1061-1070

Témata

entrepreneurship

Business management

MARKETING

CONSUMER BEHAVIOUR

PUBLIC RESEARCH

NEUROPHYSIOLOGY

BIOMETRY

METHODS

DECISION MAKING

PSYCHOLOGICAL FACTORS

PRODUCT LABELLING

TRADE MARKS

DESIGN

COLOUR

LABORATORY EXPERIMENTATION

LABORATORY EQUIPMENT

neuromarketing

emoce

podnikání

Podnikové řízení

marketing

chování spotřebitelů

výzkum financovaný státem

neurofyziologie

biometrika

metody

rozhodovací činnost

psychologické faktory

označování výrobků

ochranné známky

design

barva

laboratorní pokusy

laboratorní zařízení

Popis jednotky

5 obrázků, 2 tabulky

Bibliografie

Seznam literatury na s. 1069-1070,