The companies have invested in a lab where they will record participants’ biometric reactions to viewing certain advertisements and TV shows in an effort to better understand what viewers like seeing.
Professor JoAnn Sciarrino, a Knight Chair in digital advertising and marketing at the UNC School of Media and Journalism, said this technology opens up new avenues for marketers.
“Advertisers and marketers are using biometric and neuroscience techniques because the traditional methods of surveys and/or focus groups are cognitive-oriented approaches,” she said.
Sciarrino said biometrics function like a lie detector — while one measures heart rate to determine the truth of a statement, the other measures different body characteristics to discover responses to stimuli.
The labs will use infrared cameras to track biometrics like eye movement and facial reactions made while participants, who are hooked up to skin sensors and heart monitors, watch TV.
Three professors from Polish universities, writing for the Journal of Interactive Advertising, said this new technology will work by measuring activity in the brain. The researchers said this activity can guess subjects’ emotions made during brain stimulation.
Ipsos MORI, a United Kingdom marketing research organization, published an online piece claiming this technology can serve as a benefit for marketing groups.
“Biometrics can demonstrate beyond doubt that emotional engagement has occurred, and (it) is unique in its ability to measure intensity of emotional response,” the authors wrote.