Biosensor Research in the One and the Many
Eye-tracking has traditionally been the primary tool for investigating attention in marketing research. However, alternative tools like heart rate, skin conductance, and EEG have been utilized, each offering insights into specific behavioral and cognitive aspects.
Despite the perceived universality of these measures, individual variations exist, such as differences in electrodermal lability, variations in scanpath behavior, and the impact of individual disposition on EEG outcomes. These disparities prompt questions about segmenting by physiological characteristics and the practicality thereof. Jessica Wilson will present how segmenting on psysiological characters may result in a paradigm shift in how we use sensors in neuromarketing, one that balances the insights from the individual and the group.
What the audience can learn:
• Individual differences in EEG, eye-tracking, heart rate, and skin conductance data
• Opportunities in segmenting based on physiological differences
• New research on the group's synchronized responses when exposed to ads
Register now »
Eye-tracking has traditionally been the primary tool for investigating attention in marketing research. However, alternative tools like heart rate, skin conductance, and EEG have been utilized, each offering insights into specific behavioral and cognitive aspects.
Despite the perceived universality of these measures, individual variations exist, such as differences in electrodermal lability, variations in scanpath behavior, and the impact of individual disposition on EEG outcomes. These disparities prompt questions about segmenting by physiological characteristics and the practicality thereof. Jessica Wilson will present how segmenting on psysiological characters may result in a paradigm shift in how we use sensors in neuromarketing, one that balances the insights from the individual and the group.
What the audience can learn:
• Individual differences in EEG, eye-tracking, heart rate, and skin conductance data
• Opportunities in segmenting based on physiological differences
• New research on the group's synchronized responses when exposed to ads
Register now »