Embrace the electrode! Enriching qualitative insights with biometrics

Room 1 | 2:45 pm - 3:15 pm | Thursday, February 23, 2023

Researchers use many tools to uncover what consumers really think: asking the same question in different ways, hiding real questions inside decoy questions, using projective techniques. But even the most expert questioning can’t always reveal the entire story.

Utilizing biometric measurements like eye movements, micro-expressions and skin response alongside traditional qualitative discussion can help researchers uncover more of the truth than ever before. Biometric data often confirms what participants say, but sometimes it can tell an entirely different story. Incorporating biometrics can enable qualitative researchers to reveal game-changing insights that can’t be discovered through discussion alone.

This session will discuss the “what,” “why,” “how” and “now what?” of incorporating biometrics into qualitative research, presented by a former side-eyeing naysayer-turned biometrics believer and advocate.

Key takeaways:

1. Understand the value of incorporating biometric methods into traditional qualitative studies.
2. Get a brief overview of several common biometric measures including the best application for each.
3. Learn some best practices for incorporating biometrics in qualitative, from study design to recruiting to reporting.

Consumers Methodologies Presentation by Supplier