February 22, 2013 -
HCD Research has announced a new tool that combines the strengths of biometrics, eye-tracking and quantitative online research to obtain greater insights into consumers’ reactions to all forms of media.
The new tool, called HCD EmCode RT, allows users to measure and obtain consumers’ real-time conscious perceptions, levels of engagement and intensity of emotions as they mentally process media stimuli. In terms of biometric measurement, the new tool analyzes heart rate, facial EMG, skin conductance.
“We developed this comprehensive tool by optimally integrating HCD AdverTest with biometric and eye-tracking measures to provide clients with a more representative picture of participants’ real-time mental processes as they view ad concepts or websites,” Glenn Kessler, president and CEO of HCD said.
HCD ADverTech measures message recall, interest, emotion and the overall communication effectiveness of ad concepts. The HCD EmCode RT measures real-time mental processes associated with levels of attential arousal, positive and negative emotion and visual tracking and engagement, as well as real-time biometrics.
According to the company, eye-tracking allows for users to pinpoint the visually engaging elements of an ad, whereas with biometrics, users can determine the real-time mental processes that drive conscious perceptions during ad exposure, including attention, arousal and positive or negative emotions.
Biometric tools are increasingly being used by marketers to measure audience patterns and ad effectiveness.
Reported previously in BiometricUpdate.com, data and insights company GfK recently announced the fresh integration of its EMO Scan tool, which measures facial biometrics and emotional response, to its existing ad testing system, employing the use of consumers’ own webcams.
HCD has also recently partnered with the Missouri School of Journalism to deploy a similar system to provide deeper insights into consumer preferences for online media and brand messaging.