Foviance: Understanding decisions improves business

If technology can read and understand consumers' subconscious and emotions when using websites, it could improve business, one expert has suggested.

Around 85 per cent of decisions are made subconsciously, explained technical company Foviance and gaining an understanding of how people react to online information can be used to help businesses design their websites to be more effective.

The company has developed Electroencephalography (EEG) which gathers information on a user's emotional response to a service or brand.

It can tell if a person is excited, bored or stressed by measuring brain activity when they are presented with different stimulus.

Paul Blunden is the chief executive officer of Foviance.

"Neurological research provides crucial insight into customer experience from an emotional perspective," he explained.

Businesses that have used a dedicated server for their own website have previously been told the importance of tailoring content in a certain way for the web, Mr Blunden added.

Foviance helps businesses deliver multi-channel experiences across a number of different mediums, including websites, telephone, TV and print.