Biological Data for Understanding Customer Experiences

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Author(s): Kunio Shirahada (Japan Advanced Institute of Science and Technology, Japan), Atsushi Maki (Hitachi Ltd., Japan)and Michitaka Kosaka (Japan Advanced Institute of Science and Technology, Japan)
Copyright: 2014
Pages: 17
Source title: Progressive Trends in Knowledge and System-Based Science for Service Innovation
Source Author(s)/Editor(s): Michitaka Kosaka (Japan Advanced Institute of Science and Technology, Japan)and Kunio Shirahada (Japan Advanced Institute of Science and Technology, Japan)
DOI: 10.4018/978-1-4666-4663-6.ch008

Keywords: Business & Management / Business Science Reference / Electronic Services / Electronic Services & Service Science

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Abstract

In this chapter, the authors introduce the biological data-based marketing system to understand customer experiences. In a service economy, understanding customers, including how they feel and experience through service, is important for corporate success. The authors focus on brain activities and eye movements and measure them by the NIRS approach and eye tracking tool. Through discussions of two different kinds of experiments, they indicate a potential of biological data as a new style of understanding of customers.

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