Here at Simple Usability we are not just about eye tracking, we also provide a Neuromarketing service, allowing marketers, advertisers, developers and more see the actual emotional impact of their website, product, promotion or design.
One of the key enablers for this service is galvanic skin conductance (GSR) technology.
Eye tracking provided the research industry with the first tool to measure subconscious behaviour viably, but recent innovations in neuropsychological measures have both improved the participant experience and brought them within the reach of commercial budgets.
Where more advanced EEG measurement is impractical, we use Galvanic Skin Response (GSR) technology to measure participants’ electrical skin conductance. This allows us to chart the influence of events on a person’s psychological state.
Our GSR wrist worn unit is;
- Highly portable
The unit measures electrical conductance on the skin through the moisture released by the sweat glands. As the glands are controlled by the sympathetic nervous system it gives us a valuable understanding of, and allows us to measure, the wearer’s physiological state of arousal (positive and negative excitement).
The GSR unit helps with understanding how a stimulus is being perceived in the moment, and so can be very useful for evaluations in time sensitive scenarios where multiple inputs are competing for users attention (e.g. in a high pace game or in a retail environment).The data we collect from the GSR unit can chart the rise and fall of the user’s arousal and we can plot at exactly what moments it peaks and troughs and by charting it next to the stimulus we can see what exactly caused these fluctuations.
While users can give verbal feedback about how they feel towards something, having reflected on it, the GSR data can provide a measure of the strength of this reaction and how strongly something initially grabbed their attention. Therefore, analysing the biometrics we can fill in the gaps between what the users are saying and what they were thinking and feeling.
The GSR until can also be used in conjunction with the our eye tracking technology to provide an even deeper insight to what they were looking at, at the time of the emotional response.