low temporal resolution (slow)neljapev, 29. who uses fMRI to understand users?neljapev, 29.
pepsi = tastecoke = taste + brandneljapev, 29. how did the brain react?[ brand-cued brainactivity [ - [ light-cued brainactivity[ = hippocampusDLPFCneljapev, 29. what participants saw and tastedImage Source:, 29. published in neuron in 2004Article Source:, 29. if we want to see where emotions liveneljapev, 29. ge Source: learn anything, we must subtract neljapev, 29. fMRI machine = giant donut magnetneljapev, 29. fMRI = functional magnetic resonance imagingneljapev, 29. brain parts map to cognitive functionsneljapev, 29. m e as u ring br ain a ctivityneljapev, 29. but participants expressions are subtleneljapev, 29. recognizes simple & strong expressionsneljapev, 29. needs more lighting than usualneljapev, 29. facial hair can be a problemneljapev, 29. doesnt work well with glassesneljapev, 29. requires stable head (no talking!)neljapev, 29. video-based solutions are less intrusiveneljapev, 29. november 12facial electromyography (fEMG) 43. facial action coding system (FACS)neljapev, 29. from Charles Darwin to Paul Ekmanneljapev, 29. facial expressions indicate emotionsneljapev, 29. why care about facial expressions?neljapev, 29. recognizing facial expressionsneljapev, 29.
to better understand the user experienceneljapev, 29. tracking users eye movementsneljapev, 29. to understand biological reactionsneljapev, 29. starting to use sophisticated instrumentsneljapev, 29. UX researchers are digging deeperneljapev, 29. what do users think? how do they feel?neljapev, 29. experiences must exceed expectationsneljapev, 29. usability is not enough to win the raceneljapev, 29. same product, different brandsneljapev, 29. but the UX field is maturingneljapev, 29. user testing = foundation of UX researchneljapev, 29. listening to what people sayneljapev, 29. what about old-school research methods?neljapev, 29. emerging UX research methodsneljapev, 29. yeah OK, let me just get my crystal ballneljapev, 29. november 12 you should talk about the future of UX 12. n eu r oUX smoke and mirrorsor the future of user experience research?Aga Bojko, GfK User Centricneljapev, 29.