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On Demand

Embrace the Electrode! Enriching Qualitative Insights with Biometrics

Total Credits: .5 Advance Credits

Average Rating:
Maria Virobik |  Tom Rich
Audio and Video
Original Program Date:
May 17, 2022

Tags: Encore


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.



Maria Virobik's Profile

Maria Virobik Related Seminars and Products



Maria Virobik is a seasoned qualitative market researcher with more than 25 years of experience in analysis and report writing. She has worked with clients in a wide range of categories, including automotive, packaged goods, pharma and technology. Maria enjoys tackling qualitative data to find the story and collaborating with moderators to deliver sparkling insights to their clients.

Maria's ability to create sparkling reports extends to her deserved popularity as a highly regarded educator/speaker on the art of qualitative analysis and reporting.

Maria joined QRCA in 2017 and co-founded the Reporting & Analysis SIG a year later. She is also a member of the 2023-24 QRCA Board. 

Tom Rich's Profile

Tom Rich Related Seminars and Products

Thomas M. Rich & Associates

Tom Rich is one of the most respected practitioners in the field of qualitative research. Since founding his business in 1996, he has conducted thousands of in-person and online interactions for clients in nearly every industry. Drawing on his many years in brand management, Tom takes an approach to his clients’ research needs that is simultaneously creative, strategic and pragmatic. A recognized expert on the application of analytical models to market research, Tom is a frequent and sought-after speaker at industry events. Tom boasts an extensive background in brand strategy, consumer behavior and shopper insights -- skills he developed while working for companies that include Nabisco and Unilever. This background gives Tom a unique skill set among qualitative practitioners and allows him to structure approaches around the tactical and strategic decisions that will be made as a result of the research. Tom received a bachelor's degree in English from the University of Pennsylvania and a master's degree in business administration from the Amos Tuck School of Business Administration at Dartmouth College. He received his qualitative research training from Burke institute, is a member of The Insights Association and a member and past President of the Qualitative Research Consultants Association.