Biometrics

“The business of market 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)

In recent years biometric data capture has emerged from academic institutions to become a realistic technique for commercial research use. Hardware innovation and software development has meant that the financial investment required to fund the research is lower and many mainstream viewing facilities are now familiar with the techniques. Being able to read facial expressions, track eye movements and measure subtle changes in skin moisture can help us to evaluate nonconscious reactions to stimulus. The strength of biometrics is their ability to detect these reactions better than ‘traditional’ methods alone. The analysis and interpretation of biometric readings is a specialist field of research. Our approach is based on the best practice advice of the Advertising Research Foundation – combining biometrics with ‘traditional’ measures. This approach means that Clicked can offer clients a 360 degree view of system 1 and system 2 thinking, whilst retaining a completely independent and impartial attitude towards the output that biometrics provide. Clicked offers three types of Biometric measurement, each offering a unique benefit.

Eye Tracking

Measures 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 Response

Measures 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 Coding

Used 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 advertising and brand creative, website and app design, marketing messaging and in new product concept testing. We also suggest using biometrics when survey results are confusing, or when the results of focus groups are questionable and need further explanation.
w

Talk to us to find out more about the Clicked expertise.