Biometrics

Which Biometrics are relevant to neuromarketing?

• Pupil Size
  Pupil size is recorded as secondary data during Eye Tracking. Since the Eye Tracking equipment needs to adjust to pupil size in order to deliver accurate results, we choose to capture this valuable biological activity in a separate data stream. Dilating pupils may indicate increased cognitive thinking (system 2 processing) or high emotional arousal.
• Heart Rate
  Similarly of pupil size, heart rate indicates the amount of arousal evoked by a piece of marketing communication.
• Galvanic Skin Response (GSR)
  A GSR device measures subtle shifts in skin transpiration. The skin conductance technology measures the electrical conductivity between two fingers. GSR indicates the amount of emotional arousal (positive and negative). While EEG and emotion recognition tell us what people experience, GSR deepens our understanding by adding how intense these experiences are.
• Posture
  Posture is recorded separately during Eye Tracking. This allows us to keep track of one’s postural changes from moment to moment. People tend to subconsciously lean forward when interested and lean backward when bored.