Ekonomìčnij Vìsnik Nacìonalʹnogo Tehnìčnogo Unìversitetu Ukraïni "Kiïvsʹkij Polìtehnìčnij Institut" (May 2018)
NEUROMARKETING FEATURES AND RELEVANCE OF USE OF WEBSITE TESTING BY EYES-TRACKING
Abstract
The need for marketing research is due to the need to reduce the risk of making the wrong decision at the expense of better knowledge and understanding of the state and dynamics of environmental factors. Currently, more and more companies are using a new area of marketing research, which combines marketing, neurophysiology and cognitive psychology. This direction - neuro marketing was considered in a comprehensive manner. Moreover, the authors described using of one of neuro marketing’s tools - eye tracker during the testing of web pages. The article describes the basic concepts that formed the basis of neuromarketing research. The paper identifies and describes the main stages of neuro marketing research. The article deals with issues related to special neuromarketing tools that marketers use to obtain relevant results in the course of research. Also, the main reasons for using neuro marketing tools are identified and the parameters identified by researchers are analysed in the formulation of conclusions and recommendations for clients. The authors described the indicators that are universal for all neuromarketing tools. The article presents the results of research on the use of eye tracking technology when testing web pages. It is determined that tracking eyes supplements traditional methods of research, gives a new understanding of the problem and clearly confirms the formed hypotheses. During process of analyse the authors found that the results of the research when marketer using the eye tracker contain both indicators and visual maps, which helps to more clearly answer on the research questions and formulate recommendations. It was discovered and stated in the article that the indicators for quality testing websites with eye tracker should be considered in a relationship and compared with the criteria for assessing Internet communications. The authors substantiated the urgency of using technology by companies involved in the development and testing of websites, by comparing the indicators obtained in the process of neuromarketing research and the criteria for the effectiveness of marketing Internet-communications.
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