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HCD Debuts UX Product
In Flemington, NJ, neuro-behavioral consumer researcher HCD Research has announced a new user experience product, HCD NeuroUX.
 The product uses electroencephalography (EEG) to optimize web site experience for customer satisfaction, ensuring it is intuitive. Tapping key neuroscience metrics such as cognitive load (how much the consumer has to work and think) and emotional response (how the consumer feels during the experience), the product has options to integrate other behavioral measures such as facial coding or eye-tracking.
VP of Research and Innovation Michelle Murphy Niedziela (pictured) comments: 'The advantage of using a neuroscience-based approach is that we can measure the customer's experience in real time and without interruption. This provides our clients with insights beyond the capabilities of traditional UX metrics'. She continues: 'It's a simple approach with comprehensive findings, easy to implement and report actionable insights to clients'.
HCD has already used NeuroUX in partnership with IVP Research Labs to get in-the-moment responses to two common vaccine sites, CVS Pharmacy (CVS) and Rite Aid; combining real-time measures of cognitive and emotional reactions paired with user behavior such as eye tracking to help uncover key complications with usability.
Web site: www.hcdi.net .
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