An Adaptive Machine Learning Methodology Applied to Neuromarketing Analysis: Prediction of Consumer Behaviour Regarding the Key Elements of the Packaging Design of an Educational Toy

David Juárez-Varón,Alejandro Rabasa-Dolado,Kristina Polotskaya,Victoria Tur-Viñes

doi:10.3390/socsci9090162

David Juárez-Varón, Alejandro Rabasa-Dolado + Show 2 more

Open Access

https://doi.org/10.3390/socsci9090162

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Abstract

This research is in response to the question of which aspects of package design are more relevant to consumers, when purchasing educational toys. Neuromarketing techniques are used, and we propose a methodology for predicting which areas attract the attention of potential customers. The aim of the present study was to propose a model that optimizes the communication design of educational toys’ packaging. The data extracted from the experiments was studied using new analytical models, based on machine learning techniques, to predict which area of packaging is observed in the first instance and which areas are never the focus of attention of potential customers. The results suggest that the most important elements are the graphic details of the packaging and the methodology fully analyzes and segments these areas, according to social circumstance and which consumer type is observing the packaging.

Highlights

A toy is a creation designed to stimulate and accompany a game (Espinosa 2018)
The data extracted from these experiments was studied using new analytical models based on machine learning techniques, capable of adapting to the context and establishing behavioural patterns that allowed the researcher to more efficiently identify the key aspects, because not all variables in the eye tracking experiment intervene with the same importance in the different target variables, helping to make decisions in the design of packaging toys
Analyze the attention generated by the different elements of the packaging of an educational toy between parents; Analyze and segment the areas, according to social circumstance and which family member is observing; Determine what differences there are between parents, according to gender; Analyze the attention of the different elements generated in the parents, according to the purchase intention

Summary

Introduction

A toy is a creation designed to stimulate and accompany a game (Espinosa 2018). It can be artisanal or industrial and it stimulates childrens’ imagination, language, memory, creativity, movement, etc., according to their age and needs. A toy turns children into protagonists (AIJU 2019), improving the expression of their feelings, promoting positive aspects of their personality, providing learning, and helping them to grow (Peris-Ortiz et al 2018). The child interrelates a game with their environment and previous experiences (Martínez-Sanz 2012), which allows the child to reinforce their self-image, express feelings, fears, and concerns, as well as use the game as a way to resolve conflicts (Espinosa 2018)

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