problem
Market research data is mostly subjective, and influenced by:
• Participants feeling pressured to give a positive response;
• Interviewers skewing results willingly and unwillingly; and
• Participants not knowing how they really feel.
“The problem is we know 50% of the data is wrong, but we don’t know which 50%.”
-Fortune 100 Marketing Executive
solution
Biomarketing
the application of advanced biometric tools to evaluate small changes in customers’ bodies to critically evaluate and improve products and marketing communications.
technology
Eye Tracking
What customers pay attention to.
Brain Activity
What customers think.
Facial Expression Analysis
What customers feel.
Galvanic Skin Response
How much customers feel.