We don’t post a lot of stories with the word arousal in the headline, but this time around it seems most appropriate.
Of course we are talking about emotional arousal, not sexual. But when it comes to optimizing video content, emotional reactions are exactly what we want to pinpoint.
Digital marketers have long used eye-tracking software to create heatmaps and identify what consumers watch most on screen. But now Encore has the ability to track both eye-movement and emotional arousal in real-time.
All such work is performed in a laboratory setting, administered by actual data-scientists.
Galvanic Skin Response Technology
Through the use of Galvanic Skin Response (GSR) technology we can detect microscopic changes in sweat glands that indicate heightened interest in real-time. Small, unobtrusive sensors are attached to test-participants’ fingers, which feed the data into a PC or smartphone device.
As they watch video content, we learn exactly what arouses their interest, and just as importantly, what doesn’t.
Even better, we can conduct both GSR and eye-tracking analysis at the same time, telling us exactly what content drives the most interest.
As you can imagine, such information can dramatically improve the user experience when viewing digital content. A few quick edits based on GSR learnings can make the difference between a superstar video and an unexpected dud.
Online and In-Real Life Experiences
Because GSR technology can be used with a smartphone device, we can take it outside of the laboratory environment, measuring emotional arousal in the real world, including experiential marketing and shopping events.
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