Questions and concerns appear as companies slowly see the need to start digitally transforming. This is especially prominent for sales marketing departments, adapting to new digital methods, facing challenges in communication, and fearing uncertain outcomes. Ultimately, the strategies for effectively communicating digitally could decide whether a company stays ahead of the competition. Traditionally, researchers have investigated sales and marketing activities through interviews, surveys, and observational studies to understand customer behavior, preferences, and trends. However, in recent years, it has been noted that analyzing these efforts would be more meaningful and insightful if a mixed analysis were used, using traditional and neuromarketing activities. While there has been an increased usage of this approach, there continues to be a lack of unified studies, especially when providing companies with presentation effectiveness in technical industries. To address this, this research investigates the impact of different presentation formats on emotional engagement, comprehension, and retention of technical information in digital sales presentations. The study compares two presentation styles, video and textand-picture slides, using eye-tracking and facial analysis technologies to measure their effectiveness. Through questionnaires and a short open discussion, preferences, knowledge acquisition, and further thoughts were gained. This was achieved by determining which format better engages audiences emotionally. Further differences in comprehension and retention between formats provide benefits of using eye tracking and facial analysis for presentation effectiveness. The research follows an interpretivism philosophy with an experimental design. The presentation format is the independent variable, while emotional responses, comprehension, and retention of the information are the dependent variables. The study employed iMotions technologies to collect data using cross-sectional and longitudinal approaches to capture immediate and lasting effects. The author found that video slides generate higher emotional engagement and positive responses. The text and picture slides enhanced comprehension and retention of detailed information. Further, overcomplex visuals in text and picture-based formats can lead to cognitive overload, which affects comprehension. A presenter's voice and energy level significantly influence audience engagement and affective responses. These insights emphasize the need to select appropriate presentation formats based on the desired outcome, aiding in optimizing sales strategies and communication effectiveness. The research suggests that future studies should incorporate additional physiological measures, such as galvanic skin response and heart rate analysis, for deeper insights. This study contributes to the field by analyzing how different presentation formats impact viewer engagement, comprehension, and retention. It provides practical implications for improving technical sales presentations.
Exploring Emotional Engagement in Online B2B Presentations: Impact of Technical Comprehension and Retention
McGlaun, K. (Author). 2024
Student thesis: Bachelor's Thesis