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Pupilometer Definition

A machine that measures changes in the pupil dilation in response to some stimulus.

A pupilometer is a device that measures the size and reactivity of the pupils. In marketing research, it is used to detect subconscious emotional responses by recording changes in pupil dilation as participants view advertisements, packaging or other stimuli.

What are the key aspects of a pupilometer in marketing research?

• Measures involuntary pupil dilation.
• Non-invasive and real-time.
• Used to assess attention and emotional engagement.
• Often integrated with eye-tracking and facial coding tools.
• Requires controlled lighting and setting.

Why is a pupilometer important in market research?

A pupilometer provides objective, physiological data that can reveal unconscious reactions to marketing materials. This helps researchers understand emotional responses that are not easily captured through self-reporting, leading to deeper insights into consumer behavior and preference.

Who relies on a pupilometer in marketing research?

• Neuromarketing researchers.
• Consumer behavior analysts.
• Advertising and brand testing teams.
• Product developers seeking emotional impact data.
• Academic researchers in marketing psychology.

How do market researchers use a pupilometer?

Market researchers use a pupilometer during neuromarketing studies to capture subconscious emotional reactions to various stimuli, such as ads, logos or packaging designs. As participants view content, the device records subtle changes in pupil size – indicators of interest or surprise. These measurements are then analyzed alongside other data sources, such as facial expression analysis or eye movement tracking, to create a fuller picture of consumer engagement. This method is especially valuable for testing content that aims to evoke emotion or attention, helping marketers fine-tune messaging and creative elements.