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HCD Research, Missouri J-School Enters Biometrics Partnership


“Neuromarketing” is taking on a new approach. A partnership between HCD Research and the PRIME Lab (Psychological Research on Information and Media Effects) at the Missouri School of Journalism will lead a new type of communication research that is set to combine biometric and eye tracking measures to determine and understand consumer choices.

Paul Bolls, Associate Professor of Strategic Communication and Co-Director of the PRIME Lab in the Missouri School of Journalism said that science-based methodology will be used in conducting the studies: “We will combine our scientific knowledge of how the brain processes media with our expertise in applying multiple measures to obtain biometric, survey and behavioral data to solve complex communication challenges for clients.”

HCD Research has the experience to contribute to the project. In 2010, HCD partnered with the Muhlenberg College Institute of Public Opinion, to use its NetClass Politics tool in measuring voter sentiment towards the negative and positive social media buzz brought about by campaigns and political candidates.

Now, with this new biometrics partnership, HCD and the Prime Lab at Missouri School of Journalism will greatly help advertisers and publishers. The research generated will help them come up with advertisements and news media sites that communicate messages effectively to target audiences. One study will look at the how human brain processes information. It will identify the habits of online media users and how unconscious and biological motivations influence a person’s preferences.

Will the combination of biometrics and eye tracking help us better understand consumer choices?

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