- Understand the reactions, positive or negative, that your target audience experiences while engaging with your digital media assets.
- Understand specifically what the reactions pertain to and what they are caused by.
- Receive detailed recommendations on improving user engagement to increase chances of successful customer conversion and retention.
Details
A study on the emotional reactions to your company's digital media assets can reveal enormous amounts of information on the mental effort required to consume the information that you are trying to communicate and the emotional responses, positive or negative, to the specific asset’s layout, functionality, imagery, color, and so on.
A corporate web site or blog that requires much mental effort to navigate will frustrate users and provide a negative experience. Visitors that find it difficult to find information, contact the company or order a product will often become annoyed and leave the site dissatisfied. This negative experience reflects not only on the site but on the company. If the company does not appear to understand or care about providing an easy-to-use interface for its prospects and customers, visitors are likely to extrapolate that experience across other touch points such as product quality and customer service — thereby losing an opportunity to convert a prospect to a customer, or retaining that customer.
Mental effort is part of the overall user experience, but there are more components to the experience that can be measured. Emotional responses to branding cues, multimedia elements, photo imagery, colors and content can be measured to learn how a digital asset’s creative execution affects the target audience beyond usability. Are there neurological differences between how prospects engage in non-branded vs. branded keyword search terms? Does your offline media provide a neurological lift in engagement with your online media? Is the level of neurological engagement in your virtual world initative (e.g. Second Life) lower, the same, or greater than traditional offline advertising efforts? An emotional quantification study can help answer the above question, ensuring users' positive engagement with the optimized media.
A Quantemo study provides far more than raw data. Our consultants rely on years of experience in usability, information architecture, market research and more to interpret the results and identify opportunities for improvement. Detailed recommendations will provide your company with a complete strategy to provide a positive user engagement — and increase customer conversions.
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