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 their intensity, 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, and is unique in its ability to measure intensity of emotional response. When combined with appropriate survey research, and other applications of neuroscience such as facial coding and implicit association, we can understand in detail HOW and WHY it occurred, and whether this makes a positive difference for the brand.
Biometrics 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.
Ipsos Connect can provide access to Biometric insight in a simple and practical way. By equipping respondents with a Biometric chest belt and (GSR) finger sensor. We can collect information on these physical responses in an unobtrusive way. The output includes key Biometric indicators along with Biometrics “trace”, which shows how the intensity of emotional response changes during the course of an ad.