Neuroscience applied to Spanish football teams

By 6 septiembre, 2019Law and Social Sciences

A study conducted by Valencia Polytechnic University (UPV) subsidiary company Quatechnion, has analysed the level of emotional effectiveness of the six best-positioned clubs in the historical classification of La Liga. The result was that the team whose online proposal awakens the most and best emotions is Real Madrid, followed by FC Barcelona, Atlético de Madrid, Valencia CF, Sevilla FC and Athletic Club.

In the study, participants – fans of each team – had to visit each of the websites and compare the new kits. To analyse their emotions, the Quatechnion researchers used a tool called Neuroweb, which combines the use of different human behaviour measuring technologies applied to online surroundings.

As Quatechnion founding partner and UPV researcher Jaime Guixeres explains, in this study, as the participants browsed the sites, their visual attention levels were measured second by second in order to learn which elements of the site caught their attention the most, and the least. They also measured if the team’s message was conveyed through the visual proposal, whether browsing the website was easy and intuitive, and lastly, the ease of carrying out tasks. “To do so we measured the “eye tracking” of participants,” adds Sergio Mata, commercial director at Quatechnion.

On the other hand, the study quantifies the level of emotion generated by each of the websites through the facial gesticulation of the users during their visit and purchasing of products thanks to a “facial recognition” system. And the interest of users in the design of the website, its sections, information or products was measured with technology that analyses brain activity.

Overall failure in browsability

The results obtained in this study conclude that, on the whole, all the football teams fail in aspects linked to browsability; generally speaking, the visual proposal has greater importance than the usability of the website. “This can increase the level of traffic, but without a doubt, it leads to significant financial losses for the teams. Only Real Madrid and FC Barcelona are greater than average in this sense,” highlights Jaime Guixeres.

From an emotional point of view, the teams that are more appealing are Atlético de Madrid and Real Madrid. All other teams generate neutral, or even negative, emotions, with high peaks of frustration while purchasing merchandising products.

“The level of brain interest is a metric that informs us of the volume of information that the audience is willing to code versus the interest or engagement that the website generates for them. Real Madrid was the only one to pass this test, albeit with little difference compared to the other teams. The issue of the friction that the websites generate, the great amounts of information without a clear structure, generate a high level of confusion and frustration,” adds José Manuel Ausín, the head of the Neuroweb department at Quatechnion.

In conclusion, the authors of the study highlight that, from an emotional point of view, “the websites of our best football teams in Spain still have a lot of work to do if they want to optimise all the business potential that their online platforms offer.”