Humans, under natural biological responses are unable to lie. At GMO Research, we provide such methodologies and technology that are able to replicate this scenario in order to look deeper into the unconscious mind of the respondent and consumer.
Eye Tracking (Emotion Measurement 1) Through eye tracking, we are able to understand the unconscious decisions and factors that lead to purchase by analyzing eye tracking on shelf displays, television and print advertisements, and websites. We can understand real time line of sight movement by recording data and understand “what, how, and how long” a respondent is looking at certain products. Using the eye tracking data as a base in combination with the respondent’s answers to an interview using a questionnaire, we can develop a much deeper understanding of the unconscious decisions of the consumer.
Emotion Measurement Series 2 & 3 : GSR & EEG We can measure the degree of interest and reaction, namely the level of emotional reaction using machines which measure Galvanic Skin Response (GSR) and Electroencephalogram (EEG, brain wave measurement) in studies which target analysis of television commercials and advertisements. Depending on the study objective, in combination with eye tracking, one can gain an even more accurate and deeper understanding into the unconscious response and behavior.
Emotion Measurement Series 4 : Analysis on the degree of unconscious interest To Measure the degree of unconscious interest, we combine Eye Tracking technology and RSI's Facial Expression Analysis & Pupil Dilation Analysis technology. By tracking respondent’s transition of “sight movement” and “facial expression”, we are able to drawn an inference of unconscious interest from their vital reaction.