Our philosophy is the toolbox approach to scientific research. With our method agnostic approach, we optimize experimental designs by choosing the right tools based on your question, instead of applying a uniform method across the board.
One of the valuable components of doing research in the lab is the ability to use scientific tools to measure non-conscience and emotional responses. These tools can give us insights that surveys simply cannot.
BIOMETRICS | EYE TRACKING | RESPONSE TESTING | FACIAL CODING | EEG | DIAL TESTING | FOCUS GROUPS | SURVEYS
Frequently Used Measures
Heart Rate | Eye Tracking | EEG
Heart rate metrics can be used to interpret changes in cognitive attention and thought processing.
Eye tracking measures visual attention down to a 100ms fixation and can provide statistics for a specific area of interest (such as a brand logo). Blink rate is also a measure that we’ve recently found to be valuable in measuring attention.
EEG is an analysis of electrical activity in the brain and can help us determine viewer motivation and memory response (note: MediaScience is very selective about using this measure as it is very intrusive for the participant).
Skin Conductivity | Facial Coding
Changes in skin conductivity are used as a measure of reaction, arousal, and emotional response.
Facial coding is used to interpret how a consumer is feeling during an experience by measuring facial expressions.
Surveys | Response Latency
Surveys remain an integral part of our research approach. The benefit of the lab is that we have control over every in-lab exposure prior to the survey. We are able to minimize confounding variables.
Response latency can measure implicit association for the brand.