The growing competition of online gambling adds growing pressure to online casinos to search, test and find means to keep up with the competition.
Innovative poker firm PKR.com is helping to fund new neurological research in a bid to better understand consumer's online experiences. Of course the research will be used to shape the poker site's relaunch, which is scheduled for next year.
PKR is working with the customer experience consultancy Foviance in a bid to exploit the benefits of science using electroencephalography (EEG) technology to gather information on poker players' emotional relationship with a brand or service.
The EEG technology works by measuring the electrical activity in parts of the brain. PKR is hoping to use the results of the research to provide it 2.25 million subscribers with poker that appeals on a variety of personal levels.
For the beginner, early results suggest that PKR offers significantly higher levels of emotional engagement compared to competitor sites. Foviance was also able to identify the peaks and troughs in concentration, the areas that cause confusion for the beginner player. Foviance was able to recognize the importance of the tutorial stages in engaging customers. This will enable the company to focus on what's happening at various stages of the game in order to improve cross-marketing and up-selling opportunities.
Marketing director at PKR Technologies stated…
"This method of user research helps us understand the all important emotional experience that customers go through when using our site. This is very important to PKR as we aim to provide the most engaging poker experience online. Foviance’s insight has helped us identify how we can harness and develop the unique aspects of PKR’s engaging and immersive approach to online poker to ensure that our customers enjoy the highest quality experience possible.''
A range of factors ranging from cognitive and visual attention to emotional attraction and engagements is measured by Foviance EEG, revealing the pattern of visceral activity during an experience. It uses an Apprehension/Excitement index to reveal how people respond to specific incidents and allows for comparisons with other everyday activity benchmarks.
Developed in tandem with Neuroco, this service is available immediately from Foviance, which claims that neuropsychologists have shown that 85 percent of decision making happens at a subconscious level.
The use of EEG has been pioneered by the company in the assessment of user experiences for commercial purposes. By recording reactions at different stages of interaction with a website - with emotions ranging from excitement and anticipation through to anxiety and boredom - the researchers can provide detailed and specific site design recommendations that improve customer conversion.
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