Neuro in Qualitative and In-Home Applications
Friday, September 30 - Main Stage
Historically, qualitative researchers have not had easy access to neuro measures. In this presentation, Elissa Moses explores how ‘simplifying’ neuro outputs can improve the qualitative research process; empowering moderators to better see when respondents evoke emotional responses and draw them into the conversation, listening to the loudest ‘body’ rather than the loudest person.
The purpose of incorporating neuro tools in qualitative differs from their application in quantitative research. We typically rely on neuro measures as evaluative tools of impact. In their qualitative context, however, neuro tools are best used to help facilitate a conversation. Neuro outputs are simplified into color schemes (cool to hot for GSR) and dashboard lights (a light going off indicating humor, for example) guiding the moderator on the respondent's emotional states.
What the audience can learn:
- New opportunities for incorporating neuro tools in new research contexts
- Best practices in visualizing neuro data to help facilitate research conversations
- Incorporating neuro measures in focus groups, structured interviews, and in-home/natural habitats
See the full agenda for September 29
See the full agenda for September 30
Register now »
Friday, September 30 - Main Stage
Historically, qualitative researchers have not had easy access to neuro measures. In this presentation, Elissa Moses explores how ‘simplifying’ neuro outputs can improve the qualitative research process; empowering moderators to better see when respondents evoke emotional responses and draw them into the conversation, listening to the loudest ‘body’ rather than the loudest person.
The purpose of incorporating neuro tools in qualitative differs from their application in quantitative research. We typically rely on neuro measures as evaluative tools of impact. In their qualitative context, however, neuro tools are best used to help facilitate a conversation. Neuro outputs are simplified into color schemes (cool to hot for GSR) and dashboard lights (a light going off indicating humor, for example) guiding the moderator on the respondent's emotional states.
What the audience can learn:
- New opportunities for incorporating neuro tools in new research contexts
- Best practices in visualizing neuro data to help facilitate research conversations
- Incorporating neuro measures in focus groups, structured interviews, and in-home/natural habitats
See the full agenda for September 29
See the full agenda for September 30
Register now »