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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


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.

Tom Rich's Profile

Tom Rich Related Seminars and Products

Thomas M. Rich & Associates

Tom Rich is a qualitative researcher specializing in branding and strategy. He was worked with more than half of the companies in the Forbes 100, has been in the business since 1996, and has probably conducted more groups and interviews than you've had hot dinners.