Neuro-marketing tool helps online businesses with marketing strategy

21:00 6th January 2009

Online businesses can now establish the effectiveness of their digital presence with the help of an innovative new technological tool, Electroencephalography (EEG).

Customer experience consultants Foviance conducted neuro-marketing research and found that 85 per cent of decision-making occurs on a subconscious level.

EEG technology enables businesses to assess the emotional response of internet users to their online pages and adapt their marketing accordingly.

Paul Blunden, chief executive of Foviance, commented: "Businesses can see timings on click-through rates and with eye tracking you can see where they look, but once you start to understand the emotional reaction it can offer a level depth you wouldn't have been able to get before."

He added that armed with such knowledge, businesses would be able to make informed decisions about the lay-out of their webpages and develop their marketing policy accordingly.

EEG works by measuring electrical activity in various parts of the brain in response to certain stimuli.