Page 78

GRANT

journal

ISSN 1805-062X, 1805-0638 (online), ETTN 072-11-00002-09-4

EUROPEAN GRANT PROJECTS | RESULTS | RESEARCH & DEVELOPMENT | SCIENCE

they are already aware of neuromarketing, so there was no risk
associated with excessive stress in the experiment itself. The age
range of respondents ranged from 16 to 17 years.

Data collection took place in two phases, where in the first phase the
physiological responses of the respondents to the submitted stimulus
(product) were monitored and in the second phase a short
questioning related to the verbal evaluation of the stimulus took
place. The first part of the survey was an experiment or a laboratory
experiment, where several neuromarketing techniques were used for
data collection. A Nexus-10 device and BioTrace+ software were
used for data collection. Electroencephalography (EEG), skin
galvanic resistance (GSR), skin surface temperature (TEMP), blood
volume pulse (BVP) methods were used to collect neuromarketing
data. As part of the EEG method monitoring brain activity, brain
waves SMR, beta and gamma were monitored, while the placement
of 4 measuring electrodes took place according to the international
EEG methodology 10-20 at points Fp1, Fp2, Fp7 and Fp8
(SCHAFF, SHULTZ, 2009). The surface temperature of the skin
was measured with an accuracy of a thousandth of a degree Celsius
using a temperature sensor placed on the little finger of the non-
dominant hand and the sensor was attached to the finger with a
paper patch (JANSEN, BROEK, WESTERINK, 2010). The
galvanic resistance of the skin was measured using two sensors
attached with Velcro to the ring finger and the middle finger of the
non-dominant hand (VECCHIATO, 2009). An overview of these
methods, their placement on the respondent's body and the
measuring sensors used is shown in Table 1 below.

Table 1: Overview of used methods

Method designation

Sensor (s)

Placement

Subject of

measurement

GSR

2 sensors, Velcro

Ring finger and the

middle finger of the

non-dominant hand

Resistance of the

skin

TEMP

Thermistor

Little finger of a

non-dominant hand

Skin temperature

EEG

SMR

Electrodes

(points: FP1, FP2,

FP7 a FP8)

Left frontal lobe

Brain waves

BETA

GAMMA

SMR

Right frontal lobe

BETA

GAMMA

Blood volume pulse

BVP

Clip-on mechanism

Forefinger of a

non-dominant hand

Blood pulse

2.1

Data collection and measurement results

Data collection took place in the VŠFS Neuromarketing Laboratory
in order to eliminate various undesirable phenomena and influences.
We considered the disturbance of the respondent to a stimulating
environment to be negative influences, at the same time it was
possible to ensure the same conditions for all respondents in the
laboratory, including, for example, lighting (ROSENLACHER,
TICHÝ and SLAVÍKOVÁ, 2018). Students were invited to the
laboratory individually so as not to come into contact with
respondents who have just undergone data collection (TICHÝ,
ROSENLACHER and MARŠÁLKOVÁ, 2017). The temperature of
the tea served was also important, it should not be too high so that
the respondent did not get burned during the tasting and it was
pleasant to hold a mug in the hand. On the contrary, the tea should
also not be cold, because it would not retain its taste and aroma.
Therefore, a temperature between 54 ° C and 58 ° C was chosen,
which w method designation as determined by pre-research with
different tea temperatures. The whole laboratory experiment
consisted of five phases, each one phase included exposure to one
sense. At the beginning of the survey, instructions were given to
each respondent and he was briefly acquainted with the course of
data collection.

After connecting of all the necessary measuring sensors, a short
time-lapse image of the sky was projected to the respondent using a
projector, which was meant to calm him down and relieve his stress.
At the same time, this was important mainly for later data
processing, in which the data measured from the course of this rest
mode were compared with the subsequent reactions to the sensory
effects of the tested tea. The recording captured a cloudy sky and
was 35 seconds long, and to determine the relatively rest state of the
respondent, the last 3 seconds of the total footage were used for the
calculation, when these 3 seconds were averaged for individual
measured parameters (ROSEN

LACHER, TOMČÍK and BRŮNA,

2019).

At the end of the 35-second recording, inducing a state of rest, the
respondent was blindfolded. This is so that it is possible to act
individually on selected senses and so that the tested stimulus is not
affected by sight and, for example, smell at the same time. In the
first of the 5 phases, the respondent should smell the tea. According
to the instructions given to him, the respondent should once take a
deep sniff at the cup of tea that the interviewer put to his nose, but
the respondent was not allowed to touch the cup. In the second
phase, the respondent's taste was influenced, when he tasted the tea
with the help of a straw, in order to avoid spilling the respondent
because he was blindfolded. In the third phase, the hearing was
affected, when a short sound recording was started with pouring tea
into a mug, which lasted 9 seconds. The fourth phase was the tactile
phase. The respondent took the mug in his hand, and his task was to
evaluate its temperature within 3 seconds, whether it was adequate,
too warm, or vice versa. This was followed by the last phase of the
experiment, the visual phase, in which the respondent's eyes were
untied and he had a few seconds for his eyesight to get used to the
light again. Then a glass mug of tea was placed on the table and the
respondent was instructed to inspect its colour. Throughout all 5
phases, the respondent's physiological reactions were monitored, see
Table 1. After evaluation, the tea was taken from the room and all
measuring sensors were removed from the respondent. An overview
of the individual phases of sensory action is shown in Table 2. Each
of the phases lasted a limited period of time to ensure comparable
conditions, while the respondent was not informed of the specific
duration of the phase, only after the expiry of the time interviewer
informed that the evaluation of the stimulus was to end.

Table 2: Overview of data collection phases

Phase

Sense

Activity

Duration

Conditions

Evaluation

item

Smell

Sniffing the tea

2 seconds

Blindfolded eyes

The smell of

tea

Taste

Tasting the tea

4 seconds

Blindfolded eyes

The taste of

tea

Hearing

Listening to the

recording

(simulation of

pouring tea)

9 seconds

Blindfolded eyes

Sound effect

of the

recording

Touch

Holding a mug

with tea in the

hand

3 seconds

Blindfolded eyes

Tea

temperature

Sight

View of a glass

mug with tea

3 seconds

Untied eyes

Tea colour

In addition to measuring the physiological reactions of the part, the
survey also included the second part, namely personal questioning,
which partly took place during the testing of tea, and partly after its
completion. The survey was divided into two parts, in order to make
it easier for the respondent to express precisely and correctly his
emotional effects of the tested tea through the sense organs. Both
parts were written down by the interviewer on a pre-prepared record
sheet. In the first part, which took place at the same time as the
laboratory experiment, evaluation scales were used. The questions
were always related to the just completed sensory phase of the
experiment, and the questions were asked using a scale from 1 to 10,

Vol. 9, Issue 1