PKR Takes Scientific Approach: 2
The current research being done by the PKR online casino and the scientists at
Foviance will help their online casinos be a better experience for players of
any level. The goal of PKR is to improve the company’s focus and to focus on
different stages of the games on their website. This will give them a chance to
up sell and even improve their cross marketing. The earliest results obtained by
the online casino’s most recent tests provided a favorable outcome which the
online casino looks forward to obtaining more of. The company who is running the
scientific portion of this website restructuring is Foviance and their EEG is
able to measure several different factors to help the online casino.
The tests measure visual attention, cognitive attention, emotional engagement
and attraction, which reveal to the researchers the patterns of visceral
activity during their online casino experience. The way that they measure how a
user reacts to the online casinos in the tests is by using an Apprehension /
Excitement index. The index is a tool used by the online casino researchers to
compare other everyday activities performed by the player. The service was
developed for Foviance by Neuroco and has been acclaimed by neuropsychologists
for showing that 85 percent of a person’s decision making is subconscious. The
EEG is usually used in physicians offices and or in medical labs, they have made
it available at a commercial level which is what made this research possible.
They record the player’s brain function and progress throughout their online
casino experience. The emotions that they have found have a wide spectrum; they
range from boredom to excitement all the way to anticipation and anxiety. This
research will in turn provide the online casino with the data to turn their less
than riveting sections of their website into something more interesting. The
consultancy director for Foviance, Marty Carroll said: "We recognize that
differentiation in user experience for many brands means moving beyond simple
efficiency, performance and functionality, towards connecting with consumers
emotionally. We are incredibly excited to be bringing this complex neurological
science to the marketing industry for the benefit of businesses and consumers."