What is Biometrics?

Biometrics, at the simplest level, refer to metrics related to human physical characteristics.  The range of physiological measures that are most useful for research include heart rate, and galvanic skin response. While not direct brain measurement, they are indications of emotional arousal.

What can it deliver?

  • Greater understanding of the performance of advertising, product and package tests by measuring engagement and emotional arousal
  • Quality of life and wellbeing data for patient research
  • Increased understanding of emotional journeys during tasks, such as in-store shopper excursions
  • Potential to trigger surveys based on biometrics to gain in-the-moment feedback

Who do I contact?

Eleanor Thornton-Firkin
Eleanor.Thornton-Firkin@ipsos.com
07795 334 910

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More about Biometrics

Biometric measures, such as heart rate, Galvanic Skin Response (GSR – the amount of perspiration we secrete) and eye tracking, provide a moment-by-moment non-conscious assessment of how consumers respond to stimuli and experiences.

It is worth noting that arousal or excitement is a one-dimensional measure. Therefore, biometrics cannot indicate the valence (direction for positive/negative) or tone of the emotional response and may provide the most value when complementing more traditional research methods. As these methodologies can be highly sensitive they may pick up ‘background noise’, though this can be mitigated by an adequate sample size.

Case studies

Uncovering the secret lives of football fans: a telecom brand sponsoring a high-profile football championship

Understanding the influence of mood elevation in shopper behaviour

 

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