Research Topics:

Eye Tracking | Facial Coding/Facial Scanning | Neuromarketing Research

Content Type:

Glossary

Biometric Marketing Research Definition

Biometric marketing research relies on biometric data like physiological and neurological responses to understand the emotional and cognitive reactions of consumers to marketing stimuli.

Biometric marketing research relies on biometric data like physiological and neurological responses to understand the emotional and cognitive reactions of consumers to marketing stimuli. Biometric data is any kind of information about an individual's physical characteristics, which includes heart rate, facial expressions, skin conductance and eye movements. Analyzing biometrics can provide insights into consumer preferences, engagement levels and decision-making processes related to products, advertisements and brands. Findings from the studies are intended to provide a complete view of the true feelings and reactions of customers. That provides marketing professionals, businesses and other entities to refine messaging and design to elicit stronger emotional connections and drive desired actions.

Who relies on biometric marketing research?

Industries such as advertising, consumer goods, entertainment and technology utilize biometric marketing research to enhance marketing strategies and create more impactful campaigns.

Why should I care about biometric marketing research?

Biometric marketing research offers valuable insights because of its intimate view of customers. Findings allow marketing professionals to better understand the subconscious reactions of consumers, which can lead to the development of marketing materials that reach a deeper emotional level.