Fnac and Kobo aimed to assess how the new Kobo Libra Colour e-reader with a color screen impacted consumer engagement, emotional response, and decision-making compared to traditional black-and-white screens.
Partnering with Imagine for Life, we applied consumer neuroscience to measure subconscious responses using:
• Eye-tracking: Analyzing visual attention and focus areas.
• EEG (Electroencephalography): Measuring cognitive and emotional engagement.
• Surveys: Validating insights with conscious consumer feedback.
• Higher consumer engagement created a more immersive product experience.
• Refined marketing strategies using neuroscience insights.
• Data-driven decisions for future product development.
Through consumer neuroscience, Fnac and Kobo gained not only a better understanding of how color impacts user perception and behavior, but also turned these discoveries into a competitive advantage. By enhancing engagement and emotional response, Kobo didn’t just innovate its product—it won hearts and minds.
And once again, it became clear: neuroscience has the power to transform the way brands connect with consumers.
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