We’re often asked about the mix of technologies we use. For us, they are not competing tools. They are complementary layers of insight. Each adds a dimension. Together, they offer a 360 view of human behavior.
That is how we help our clients move beyond the what to understand the why. This integrated approach shapes everything we do across sectors and industries.
In this overview, we focus on one of the most dynamic fields we work in. Consumer Research.
Understanding consumer behavior is pivotal for brands seeking to create products and experiences that truly resonate. In today’s landscape, it’s no longer enough to ask people what they think. We need to observe what they feel, notice, and remember—in the moment.
This is where biometrics change the game. Technologies like eye tracking, electroencephalography (EEG), galvanic skin response (GSR), and facial coding allow us to see what consumers can’t always express. Together, they offer a multi-layered view of attention, emotion, and cognition—capturing the full story of how people react to marketing, packaging, content, and environments.
What You Can Measure
Eye Tracking remains the foundation of visual attention analysis. It captures:
- Fixations: Where the eye lingers—revealing interest or effort.
- Saccades: How the eye moves—showing scanning or distraction.
- Time to First Fixation: What grabs attention first.
- Fixation Duration: How long something holds attention.
- Heatmaps & Scanpaths: The visual journey.
- Pupil Dilation: Emotional or cognitive intensity.
- AOIs and Attention Spread: Engagement across competing elements.
But eye tracking only tells part of the story. To decode why people respond the way they do, we turn to other biometric tools:
EEG (Electroencephalography)
EEG measures brain activity in real time. It reveals subconscious reactions like attention, cognitive load, and emotional engagement. When paired with eye tracking, it shows not just what people look at—but what lights up their brain when they do.
- Engagement levels: Are they mentally tuned in?
- Cognitive load: Is something confusing or too complex?
- Motivational valence: Is the response positive or negative?
GSR (Galvanic Skin Response)
Also known as electrodermal activity, GSR tracks subtle changes in skin conductivity caused by arousal. It’s a reliable signal of emotional intensity, even when users stay silent or still.
- Peaks in arousal: High-impact moments.
- Emotional resonance: Which scenes, words, or visuals trigger stronger reactions?
Facial Coding
This technology detects micro-expressions and facial muscle movements to classify emotional states. It captures fleeting reactions that participants may not even notice themselves.
- Joy, surprise, confusion, frustration: Revealed frame by frame.
- Authenticity check: Aligns facial expression with spoken feedback.
- Moment-by-moment emotional mapping: Across ads, content, or interactions.
Integrated Applications in Consumer Research
When combined, these tools bring unmatched clarity to how people experience brands and products.
1. Advertising That Connects
While eye tracking shows which parts of an ad draw the eye, EEG and GSR reveal whether those moments actually resonate. Facial coding adds a layer of emotional truth. Together, they help craft messages that don’t just get noticed—but remembered.
2. Smarter Packaging Design
Beyond visibility, packaging must evoke the right feelings. EEG and GSR help determine if a design feels trustworthy, exciting, or overwhelming. Facial coding spots confusion or delight in real time.
3. In-Store & Retail Experience
Tracking gaze tells us where shoppers look. EEG and GSR show if the layout is mentally fatiguing or engaging. Facial analysis uncovers emotional cues as they navigate the aisle.
4. Digital Usability & Content Testing
Eye tracking uncovers navigation patterns. EEG shows cognitive strain or overload. GSR and facial coding highlight emotional highs and lows—perfect for tuning user interfaces or streaming content.
5. Product Testing & Innovation
Understanding how people interact with new products—visually, mentally, and emotionally—leads to smarter design decisions. Biometrics bring clarity to ambiguity, and confidence to what was once guesswork.
Why Multimodal Matters
Integrating eye tracking with EEG, GSR, and facial coding creates a deeper, more accurate picture of consumer behavior. Each method captures a different layer of the human experience:
- Eye tracking shows where attention goes.
- EEG reveals how the brain reacts.
- GSR signals emotional intensity.
- Facial coding exposes subtle expressions.
This layered insight leads to more human-centered design, more persuasive storytelling, and more impactful innovation.
In today’s attention economy, brands need more than opinions. They need truth. Biometric research delivers it—objectively, unobtrusively, and in the moment it matters most. As these tools become more accessible, they’re not just shaping better research. They’re helping us build better products, better experiences, and better relationships with the people we serve.
