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Identifying a test opportunity

How to become a more data-driven Brainpeek user.
Written by Braingineer
Updated 1 year ago

Before you request a Brainpeek test via your account, it can help to first consult various sources that support your hypotheses and make the test request more data-driven - which ultimately also results in more valuable insights. Examples of this vary from data analytics (Google Analytics), web interaction analytics (Hotjar) or other data sources such as surveys or customer service input. If you want to know more about how you can work more data-driven, please contact your Brainpeek consultant.

Data analytics

The most important source for identifying a test opportunity is through web analytics, e.g. Google Analytics, or web interaction analytics, e.g. Hotjar. With these tools, behaviour in an online environment can be measured both quantitatively as qualitatively. On which touchpoint is the drop off rate the highest? Do visitors interact with important events? How far do visitors scroll down on a certain page?All these kind of questions can be answered with web analytics. After knowing the behaviour of your visitors, Brainpeek can answer 'why' certain behaviours occur, through emotion analytics.

Customer service input

It is also very important to listen to your customers. Input from customer service can be used for this, they form the eyes and ears of your company. If there are many questions about a certain feature or topic on your website, this may be an indication that it is not well understood. Brainpeek can then provide insight into how customer questions can be reduced with regard to this particular feature. 


Questionnaires can be used to instantly collect large amounts of feedback from real website visitors. Although these insights are obtained on a conscious level (and therefore cannot always explain what someone really experiences), they can help in sketching a data-driven research hypothesis. Subsequently, subconscious insights from Brainpeek can explain the results obtained on a conscious level.


If you really want to dive deep, there is also a huge source of scientific articles that can be used to explain the behavior of website visitors. If you want to know more about how you can use science to improve customer experience; our consultants can help you with this.

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