Attention, Emotion, Recall Analysis Model for Brand Adoption Using Heat Mapping and Eye Tracking

Rodriguez D.A.L.; Francisco W.J.M.; Rodriguez O.E.V.; Sanchez-Garces J. · Applications in Software Engineering - Proceedings of the 12th International Conference on Software Process Improvement, CIMPS 2023 (2023) · DOI: 10.1109/cimps61323.2023.10528818

Resumen

Marketing during the post-pandemic period has reinvented its strategies to sell and avoid worsening the economic crisis caused by COVID 19. Formulating strategies with technologies such as eye tracking allows us to propose creative and positioned products. To achieve this, a neuromarketing solution, eye tracking, was combined with interviews with customers who used this technology with questions directed to the dimensions of attention and describe the observed stimuli; then the emotion where it details the emotions produced by the stimuli, which were related to what was known by the customer and finally memories that produced the advertising image. With both techniques it was possible to validate the interests and needs of the client. The research used three stages being the first one the computational algorithm to capture the coordinates of the pupils of each eye as an eye tracking solution, the second stage was to send the coordinates to a spreadsheet and plot them on a heat map and finally the contextualization of the eye tracking that consisted of interviewing customers and observe in their answers key phrases that were related to the dimensions of attention, emotion and recall. The relevant result was that the greatest stimulus was to add people, happy faces generating positive emotions in customers. The heat maps obtained from the greatest stimulus, summarize the value of the brand as a set of characteristics directed to a need, mental associations and relationships built over time between customers and brands.

Instituciones: Universidad Nacional Tecnológica de Lima Sur