Until now, Marketers have relied heavily on users’ explicit responses and feedback to mobile applications to determine whether their mobile commerce efforts have hit the mark. However, with so many variables, external expectations, and preconceived notions weighing on people’s responses, traditional research methods can feel incomplete. 
 
True Impact Marketing and Plastic Mobile conducted a study that applied neuroscience to user experience to explore what users actually saw, thought, and felt when following the customer journey in three transaction-based mobile applications. By determining positive and negative emotions and attentional activation - rather than relying on people to say what they mean without any bias, influence, or other variables altering their true reaction - the study finds new insights into an engagement. The findings can help marketers, researchers and customer experience designers optimize every precious pixel.

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