Acta Univ. Agric. Silvic. Mendelianae Brun. 2019, 67(4), 1061-1070 | DOI: 10.11118/actaun201967041061

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

Katarína Neomániová, Jakub Berčík, Anka Pavelka
Department of Marketing and Trade, Faculty of Economics and Management, Slovak University of Agriculture, Tr. A. Hlinku 2, 949 76 Nitra, Slovakia

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.

Keywords: consumer neuroscience, consumer behavior, logo, biometric methods, EyeTracker, Gazepoint, FaceReader 6.1, Noldus, fixed points, heat maps
Grants and funding:

The paper is part of the research project KEGA 038SPU-4/2016 "Using of new technologies and interdisciplinary associations in consumer studies" conducted at the Department of Marketing and Trade at the Slovak University of Agriculture in Nitra.

Received: January 5, 2019; Accepted: July 12, 2019; Published: August 26, 2019  Show citation

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Neomániová, K., Berčík, J., & Pavelka, A. (2019). The Use of Eye-Tracker and Face Reader as Useful Consumer Neuroscience Tools Within Logo Creation. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 67(4), 1061-1070. doi: 10.11118/actaun201967041061
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