Online Poker Company Uses Science to Assess Players

The online poker firm PKR.com is now helping to fund new neurological research in an effort to better understand their customers online experiences.  They plan to use the research to shape the poker site’s relaunch which is scheduled for sometime next year.  PKR is working with customer experience consultants, Foviance and are using the benefits of electroencephalography (EEG) technology to gather more information on poker players’ emotional response to a brand or service.

EEG measures the electrical activity in parts of the brain and PKR is hoping the results of the research will help them provide its 2.25 million subscribers with a poker experience that appeals to them on a variety of levels.  Foviance was able to identify the areas of confusion for the novice player and the importance of the tutorial in engaging customers.  This information will enable the company to focus on improving cross marketing and up selling opportunities.

“This method of user research helps us understand the all important emotional experience that customers go through when using our site. This is very important to PKR as we aim to provide the most engaging poker experience online. Foviance’s insight has helped us identify how we can harness and develop the unique aspects of PKR’s engaging and immersive approach to online poker to ensure that our customers enjoy the highest quality experience possible,” said Simon Prodger, marketing director at PKR Technologies.

The service from Foviance claims that neuropsychologists have shown that 85 percent of decision making happens at a subconscious level.  The company has pioneered the use of EEG in assessing user experiences for commercial use.

"We recognise that differentiation in user experience for many brands means moving beyond simple efficiency, performance and functionality, towards connecting with consumers emotionally. We are incredibly excited to be bringing this complex neurological science to the marketing industry for the benefit of businesses and consumers," said Marty Carroll, consultancy director for Foviance.

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