Why Should Brands Use Neuroscience to Improve UX?

Consumers encounter plenty of stress-inducing brand experiences every day: navigating a confusing website, waiting on hold for customer service with a time-sensitive issue, and even shopping at a busy Trader Joe’s. Most of these experiences are not stressful by design, and if they become overwhelming, can deter customers from returning. But did you know a certain level of stress can help users stay attentive and engaged in your product?

This is where neuroscience, particularly EEG, becomes commercially viable for any brand seeking a deeper understanding of user experiences.

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