A new marketing methodology by integrating brain measurement, eye tracking, and questionnaire analysis

Abstract

This paper proposes a new marketing methodology that is achieved by integrating brain measurement, eye tracking, and questionnaire analysis. Questionnaire analysis has conventionally been used in marketing applications. Recently, brain science and eye tracking analysis have been the focus of intensive research and are now being applied in various fields. Questionnaire data, brain measurement data, and eye tracking data have different characteristics. We expect that by integrating such different information acquired through multi-sensor observation, more useful information for marketing can be obtained. This new idea was applied in an analysis of TV commercial (CM) videos, and the relationship between brain activity and eye movements obtained by clustering questionnaire data was analyzed for target customers. The effectiveness of this methodology is demonstrated.