Research Life Natura Road Signs Production and Efficiency This research intends to create and study how road signs could be improved through the use of applied neuroscience. Research Background Vehicle traffic is an important cause of mortality and a threat to the conservation of biodiversity. This phenomena has been growing steadily in recent years. A significant number of animal species belonging to different groups are endangered by vehicular traffic. How to evaluate the effectiveness of road signs for the protection of wild animals? Research Objectives This research has been designed and developed to monitor how the drivers acquire and understand the information displayed on the road sign prototipes. The main goal of this research is to measure and verify which road signs, specifically created, are more effective and efficient. The main research questions are: ● Which creative hypothesis is more effective? ● Which communication objects don't work? ● Is my message understood as I would like? ● Does the overall message achieve its purpose? ● How can I improve the creative hypotheses? Methodologies The choice of the most effective methodology depends on the objectives to be achieved. In order to evaluate the efficiency and effectiveness of a stimulus (creative hypothesis) it is necessary to measure it when it happens, when subjects are exposed to stimuli. A stimulus is effective when, on a perceptual - cognitive level, information included in it are read according to an univocal order with a sufficient time to be understood by the brain in a easy, very memorable and engaging way. We use neuroscientific tools coupled with traditional methodologies: we want to give a 1 complete meaning to people's experience. Eye-tracking Eye-tracking records eye movements, measuring the corneal reflection through infrared light. It allows to know: ● what a person is looking any time ● how this person collects information that will be elaborated by brain ● how many time this person lingers on details It helps us to understand which strategies are the most quick, immediate and incisive EEG Electroencephalogram EEG records changes in electrical potential generated by brain. It allows to measure when people: ● are attentive ● memorize ● refer to knowledges that are already present in memory ● struggle to elaborate information It helps us to understand which contents are easy and coherent depending on predetermined aims. Post test Qualitative Interview It is the tool used to deepen people's experiences and the meaning they give to them. It is essential to: ● examine the drivers at the bottom of people's choices ● understand their opinions: what people think about a concept/theme and how they tell about this concept with the others (word of mouth) Joint to Eye-tracker and EEG, it allows us to recreate all the experiential flow and to understand how to make the communication easy and direct.
Research Life Natura Road Signs Production and Efficiency This research intends to create and study how road signs could be improved through the use of applied neuroscience
DAlessandro S;
2020-01-01
Abstract
Research Life Natura Road Signs Production and Efficiency This research intends to create and study how road signs could be improved through the use of applied neuroscience. Research Background Vehicle traffic is an important cause of mortality and a threat to the conservation of biodiversity. This phenomena has been growing steadily in recent years. A significant number of animal species belonging to different groups are endangered by vehicular traffic. How to evaluate the effectiveness of road signs for the protection of wild animals? Research Objectives This research has been designed and developed to monitor how the drivers acquire and understand the information displayed on the road sign prototipes. The main goal of this research is to measure and verify which road signs, specifically created, are more effective and efficient. The main research questions are: ● Which creative hypothesis is more effective? ● Which communication objects don't work? ● Is my message understood as I would like? ● Does the overall message achieve its purpose? ● How can I improve the creative hypotheses? Methodologies The choice of the most effective methodology depends on the objectives to be achieved. In order to evaluate the efficiency and effectiveness of a stimulus (creative hypothesis) it is necessary to measure it when it happens, when subjects are exposed to stimuli. A stimulus is effective when, on a perceptual - cognitive level, information included in it are read according to an univocal order with a sufficient time to be understood by the brain in a easy, very memorable and engaging way. We use neuroscientific tools coupled with traditional methodologies: we want to give a 1 complete meaning to people's experience. Eye-tracking Eye-tracking records eye movements, measuring the corneal reflection through infrared light. It allows to know: ● what a person is looking any time ● how this person collects information that will be elaborated by brain ● how many time this person lingers on details It helps us to understand which strategies are the most quick, immediate and incisive EEG Electroencephalogram EEG records changes in electrical potential generated by brain. It allows to measure when people: ● are attentive ● memorize ● refer to knowledges that are already present in memory ● struggle to elaborate information It helps us to understand which contents are easy and coherent depending on predetermined aims. Post test Qualitative Interview It is the tool used to deepen people's experiences and the meaning they give to them. It is essential to: ● examine the drivers at the bottom of people's choices ● understand their opinions: what people think about a concept/theme and how they tell about this concept with the others (word of mouth) Joint to Eye-tracker and EEG, it allows us to recreate all the experiential flow and to understand how to make the communication easy and direct.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
