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Please use this identifier to cite or link to this item: http://hdl.handle.net/10119/10919

Title: A new marketing methodology by integrating brain measurement, eye tracking, and questionnaire analysis
Authors: Suzuki, Yoshihiko
Shirahada, Kunio
Kosaka, Michitaka
Maki, Atsushi
Keywords: neural science
brain measurement
marketing
neural marketing
Issue Date: 2012-07
Publisher: Institute of Electrical and Electronics Engineers (IEEE)
Magazine name: 2012 9th International Conference on Service Systems and Service Management (ICSSSM)
Start page: 770
End page: 773
DOI: 10.1109/ICSSSM.2012.6252344
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.
Rights: This is the author's version of the work. Copyright (C) 2012 IEEE. 2012 9th International Conference on Service Systems and Service Management (ICSSSM), 2012, 770-773. Personal use of this material is permitted. Permission from IEEE must be obtained for all other uses, in any current or future media, including reprinting/republishing this material for advertising or promotional purposes, creating new collective works, for resale or redistribution to servers or lists, or reuse of any copyrighted component of this work in other works.
URI: http://hdl.handle.net/10119/10919
Material Type: author
Appears in Collections:a11-1. 会議発表論文 (Conference Papers)

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