Network performance shapes usage behavior for smartphone users, but it is difficult to quantify how consumers really feel when performance does not meet their expectations. Responses to traditional methods of data capture can be misleading, due to factors such as predetermined opinions and outsider influences. This is about to change.
With Ericsson Neurometric Analysis, we can go beyond just what consumers claim to think; by analyzing subconscious and neurological responses, we can reveal what they really feel when they have a good or bad app experience in the network.
Tapping into the mind of the consumer
Using the latest neuroscience technology, Ericsson is able to capture the subconscious and neurological reactions of smartphone users, establishing how variations in network and app performance impact consumer feelings, emotions and, eventually, brand health and advocacy.
This innovative new research method monitors and records real emotional reactions to network performance using state-of-the-art electroencephalography (EEG) and eye-tracking equipment. Users’ heart rates are recorded simultaneously, in total capturing over 2.5 million data points across the user’s moment-by-moment responses to a range of predetermined network delay scenarios.
Participants complete a series of smartphone tasks, such as uploading a selfie, watching a video online or loading a webpage. Unbeknown to the participant, network quality is manipulated among sample groups, causing varying levels of delay (low, medium and high) and analyzing responses to the differing user experiences.
Now commercially available to mobile network operators, Ericsson Neurometric Analysis enables more intelligent, targeted investment in network optimization. By focusing on key areas for development operators can better refine the end user experience, ensuring maximum return through improved net promoter scores.
Intelligent insights into network performance
Ericsson Neurometric Analysis uses state-of-the-art technology to offer unprecedented insight into how users really feel about app experiences.