Técnicas de neuromarketing para la evaluación de la usabilidad del software para comprender las motivaciones de los comportamientos: una perspectiva integrada
Palabras clave:
Neuromarketing; Usabilidad del software; Motivaciones; Comportamientos; Organizaciones legales.Resumen
Este informe presenta los resultados de un estudio de usabilidad de software en un entorno web con fines analíticos para organizaciones legales. Se utilizaron de forma integrada tecnologías como el seguimiento ocular, el reconocimiento de expresiones faciales y la respuesta galvánica de la piel (RGP), junto con un cuestionario, para comprender las motivaciones de los comportamientos y corroborar las observaciones de los participantes, analizar estos resultados y comprender la atención del usuario, así como detectar las áreas de mayor interés en la interfaz. Los resultados muestran que el seguimiento ocular permitió medir la atención del usuario e identificar áreas problemáticas en la interfaz. Por otro lado, el reconocimiento de expresiones faciales permitió analizar las emociones del usuario durante la interacción, y la respuesta galvánica de la piel permitió detectar cambios fisiológicos asociados a la experiencia del usuario. Los resultados confirman el potencial de las técnicas de neuromarketing para la evaluación de software, y el valor de estas técnicas aumenta con el grado de uso e interpretación.
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