“The business of user research is changing rapidly, and nonconscious measurement techniques are growing ever more important as a class of consumer insight techniques.
Nonconscious methods are an area exhibiting rapid cycles of innovation and growth.”
(Nonconscious Impact Measurement Forum, New York)
Eye TrackingMeasures eye movement, eye fixations and pupil size. It provides millisecond measurement of visual focus, attention and visual search. It’s most effective at capturing attention and arousal data, but does not measure emotion.
Galvanic Skin ResponseMeasures changes in the electrical properties of skin, through subtle changes in moisture. This technique provides detailed data on visual attention, plus non-conscious engagement and arousal.
Facial CodingUsed to measure a range of emotional reactions to stimulus. Reactions to creative material are measured by surprise, smile, concentration, dislike, valence and attention. Very effective at measuring nonconscious emotional reactions to stimulus.
When should I use biometrics?
Biometrics can be used in conjunction with other traditional research techniques to guide product development, website and app design.
I also suggest using biometrics when survey results are confusing, or when the results of focus groups are questionable and need further explanation.