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Online poker gaming site PKR has implemented new neurological research in a bid to better understand consumers’ online experiences.
The research is being used to shape the poker site’s relaunch, which is scheduled for next year.
PKR is working with customer experience consultancy Foviance to implement electroencephalography (EEG) to gather information on a user’s emotional relationship with a brand or service.
EEG works by measuring the electrical activity in parts of the brain under different stimuli. The reactions are then recorded and turned into site design recommendations.
Malcolm Graham, CEO of PKR, said, “We have 1m users a month so there’s a big risk in relaunching. This concept is very powerful in mitigating that, and helps us to compare the changes rather than speculating.”