Heart stopping moments: How biometric data is helping Sky and Volvo evaluate the effectiveness of their sponsorship campaigns

  • Critically evaluating the use of biometric measures in qualitative research
  • Biometric data: Evaluating emotional arousal by measuring the magnitude of stress reaction. Using a combination of GSR, HR (heart rate) and skin
  • temperature, to receive a much slower but clearer response compared to GSR alone

  • Facial expression: Providing deeper insights into emotional reaction, detailing the real emotion felt (joy, anger, surprise, fear, contempt, sadness, disgust), valence, engagement and more
  • Eye tracking: Detecting whether viewers were focusing on the key elements within the creative in order to highlight the distribution of attention, static and dynamic areas of interest, time spent, gaze maps and more
  • EEG: Detecting cognitive and motivational processes, combining and synchronising EEG data with eye tracking, bio data, facial expressions, and surveys to complement and enhance findings

Location: Main Room Date: May 15, 2019 Time: 2:00 pm - 2:30 pm Shaun Austin, Future Thinking Sandy McDougall, Sky Media