Eye Tracking and Neuromarketing in 3D Marketing Research
We’ve been writing a decent amount about biometrics these days. It’s a growing trend and one that seems promising in years to come. As with any growing trend, there are an infinite amount of new upstarts looking to sell their wares. One company unveiled an interesting technology this month that uses brain-based virtual reality technology that’s made for three dimensional marketing.
NeuroFocus is a neuromarketing firm that recently announced a device called the N-Matrix 3D at the Shopper Marketing Expo at Chicago’s Navy Pier. The system reportedly creates lifelike, customized virtual reality environments for people to shop in. It’s essentially an online store, but users can maneuver down shopping aisles, grab products from shelves, and fill up a shopping cart as they browse through a virtual store. Apparently the realism is such that it helps the brain to perceive what NeuroFocus says is an essentially authentic experience. The system functions by integrating neurological cues that the subconscious levels of the brain see as essential for realistic perception – in this case, the perception of an actual store setting.
Utilizing stereoscopic 3D, NeuroFocus hopes to provide a truly engaging experience in which CG effects enable light, shadow, and perspective reminiscent of shopping in a real store. The environments are said to be highly realistic, offering products, aisle displays, signs, and price stickers for the shopper to see. Other shoppers are also included in the graphics, so it feels more real. Companies can use both static and video images for marketing material. By taking measurements of a customer’s brainwave activity, NeuroFocus can provide the virtual environment to make a shopper happy. They apply high-density arrays of EEG sensors that can monitor and record brain activity two thousand times a second. The system incorporates eye tracking and various biometric information, reportedly creating an accurate and reliable reading of the subconscious levels of the brain. It can provide market research and insight into psychological behavior for what shopper’s like, what they’re interested in and why, also what makes them decide to buy the product in the first place and then stick with a brand in particular.
NeuroFocus’ plans include placing the N-Matrix 3D in stores and kiosks – essentially where people consume things: vending machines, living rooms, refrigerator’s, and more social venues like clubs, bars, or restaurants.
Biometric Measurements and Precision Eye-Tracking Offer First Brain-Based VR Technology
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