S E M I N A RL a u r a N a g t e g a a l

H O O F D V R A A G

Hoe testen merken de usability en user experience van hun marketing uitingen?

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I N H O U DF a c i a l c o d i n gA / B t e s t i n gU s e r t e s t i n gT i j d e n t e s t e nF a l e n v a n t e s t e nC o n c l u s i eI n t e r e s s a n t e b r o n n e n

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F A C I A L C O D I N G

Bron:  Dr.  Paul  Ekman  

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Bron:  Dr.  Paul  Ekman  

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Bron:  Expression  of  the  emo8ons  –  Charles  Darwin  

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Bron:  Dr.  Paul  Ekman  

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Bron:  Dr.  Paul  Ekman  

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Bron:    youtube  

 

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Bron:  Madegascar  

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AttractionRetention

EngagementImpact  

Bron:  onderzoeks  bureau  blauw  

 

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C O C A - C O L A & T E S T E N E M O T I E S

C A M PA G N E S

Bron:  Interview  MaEo  Busnelli  

 

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VragenDoelgroepIndexVoorbeeld  

Bron:  Interview  MaEo  Busnelli  

 

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Bron:  the  coca-­‐cola  compagnie  

 

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Bron:  the  coca-­‐cola  compagnie  

 

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Bron:  Fogg  Behavior  Model  

 

R E S U LTA AT E M O T I E S

T O E PA S S E N I N C O M M E R I C A L S

Bron:  nielsen.com  

 

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Bron:  nielsen.com  

 

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A / B T E S T E N

Bron:  op8mizely.com    

 

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Bron:  op8mizely.com    

 

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Bron:  op8mizely.com    

 

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Bron:  op8mizely.com    

 

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Bron:  marke8ngfacts.nl    

 

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Bron:  marke8ngfacts.nl    

 

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U S E R T E S T I N G

Bron:  Desinging  for  the  digital  age    

 

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Thinking aloud-methodeRolf MolichCEUMicrosoft

Bron:  desinging  for  the  digital  age    

 

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Moderated user testingRemote moderated user testing

Remote unmoderated user testing

Bron:  desinging  for  the  digital  age    

 

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T I J D E N T E S T E N

Bron:  Harvard  business  reviww  When,where  and  how  to  test    market  

 

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Bron:  Harvard  business  reviww  When,where  and  how  to  test    market  

 

0

10

20

30

40

50

60

70

80

90

2 4 6 8 10 12

SUCCESS

FAILURE

Monts after launge

Percentage ofoutlets stockingproducts

Levels  of  Distribu8on  Achieved  for  Two  New  Confec8onery  Products  

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F A L E N V A N T E S T E N

Bron:  Harvard  business  reviww  When,where  and  how  to  test    Market,    

 

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Bron:  Harvard  business  reviww  When,where  and  how  to  test    market  

 

0 1 2 3 4 5 6 7

RECIPE

CONCEPTUAL SHORTCOMINGS

PRICE

PACKAGE

LOW VOLUME

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C O N C L U S I E

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I N T E R E S S A N T E B R O N N E N

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Bron:  Atlas  of  emo8ons    

 http://www.paulekman.com/atlas-of-emotions/#continents:sadness

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Bron:  youtube.com    

 https://www.youtube.com/watch?v=J9i-9_QuetA

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W E L K E V R A G E N Z I J N E R ?

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