Embrace the Electrode! Enriching Qualitative Insights with Biometrics

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. 

By utilizing biometric measurements like eye movements, micro-expressions and skin response alongside traditional qualitative discussion, researchers can get at 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. Topics include an overview of biometric measurements, a discussion of the studies best suited for biometrics, guidelines for recruiting the right participants, and finally, to how to analyze and weave biometric data into a compelling qualitative story that will resonate with stakeholders.