What is Biometrics?
Neuroscience shows that when individuals are exposed to any stimulus they experience emotions first, followed by an array of thoughts, feelings and actions – all which are influenced by our initial, subconscious emotions.
While these initial emotions are processed below the conscious level, Biometrics can assess them, by measuring the physiological response to advertising, as manifested via:
• Heart rate
• Skin conductance
• Respiratory rate
These measures are converted into a measure of emotional engagement from second to second during an ad.
Biometrics can demonstrate beyond doubt that emotional engagement has occurred. When combined with survey research, including techniques such as the CEP test, we can understand in detail HOW and WHY it occurred, and whether this makes a positive difference for the brand.
Why is Biometrics valuable to my brand?
Biometrics allows brands to understand consumers’ non-conscious reactions and emotions. The power of creative is the most important driver of advertising success - through Biometrics, we know that this is a power that can be felt.
Advertisers, creative agencies and marketing researchers are embracing the role of emotions in people’s choices and behaviours, recognising that emotion acts as both the gatekeeper and the driver of decision-making. Emotions direct our attention, enhance our memory and influence our behaviour.
Harnessing the power of neuroscience, at Ipsos ASI we use Biometrics to understand the intensity of emotional response to advertising, and the way this varies and builds as an ad progresses.
What insights can Biometrics offer?
Biometrics indicates whether respondents are emotionally engaged with an ad, as well as the intensity of their response. It will tell you:
• Whether an ad is generating emotional engagement overall.
• Whether key parts of an ad are working optimally – e.g. are people engaged where the brand or its benefits are presented or implied.
• Elements of an ad to retain or optimise – in creative development or when seeking to create cut-downs.
How does Biometrics work?
When an emotional response occurs within the brain, it generates an automatic reaction in our nervous system that leads to changes in certain physical responses. These include changes in skin conductance, heart rate and breathing. Biometrics measure these signals, thereby directly assessing activity in the emotional centres of the brain.
Ipsos ASI can provide access to Biometric insight in a simple and practical way.By equipping respondents with a chest belt and finger sensor, we can collect information on these physical responses in an unobtrusive way. The output, a "trace”, shows how intensity of emotional response changes during the course of an ad.
- Biometrics Kiosk: a quick and easy way to understand the intensity of emotional response to your advertising.
Read our articles on Biometrics
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