In a recent interview with Neuromarketing Theory & Practice magazine, our very own Dr. Carl Marci shared some of his insights on consumer research and the role of biometrics in neuroscience. Here are some of the highlights:

  • Rigor is key when conducting any sort of behavior research, “If you measure what you say you’re measuring and you do it reliably, you should be able to predict behavioral outcomes.” For this reason, Innerscope is devoted to validation and directly linking biometric emotional response data to behavioral outcomes.
  • Choose the right tool for what you are measuring: Innerscope uses a combination of biometric measurements to evaluate consumers’ emotional (nonconscious) responses including GSR (galvanic skin response), heart rate, breathing and motion, often in combination with eye tracking. Being flexible and non-intrusive, these measurements are well suited for testing a variety of long and short format stimuli. “Ultimately, it boils down to the breadth of different tools and knowing when to use which one to answer which business issue.”
  • Biometrics are a part of neuroscience: though some in the neuromarketing field dismiss biometrics because they do not directly measure brain activity, Dr. Marci comments on the biometric skeptics by reminding us that the human nervous system and the brain are both valid parts of neuroscience: “Many studies have shown that activity in certain brain regions, especially in the emotion centers of the brain, is directly correlated to biometric response.”
  • Transparency is the key to trust: Innerscope takes an open-book approach with clients and industry organizations so that they can understand how neurometrics translate to consumer behavior. Dr. Marci notes, “I think the real proof is in our clients and the types of clients who are willing to be in the public domain and talk about our research.”

To read the full interview and see more of Dr. Marci’s insights, click here.

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