Which techniques are best for measuring emotional response?
EEG - where electrodes are placed on the head to measure brain activity - seems a logical approach. To measure brain activity, put something on the head - right?
Not necessarily.
Typically, we want to use neuroscience to understand emotional response, not what people are thinking. EEG provides valuable information, but it can read activity only 2cm deep into the cortex. The emotional centres lie much deeper in the brain. Furthermore, opinion is divided on the best way to execute EEG for marketing research.
Biometrics is a more appropriate way to gauge emotion - it measures the effects of brain activity in the body. When we are emotionally engaged, there are a range of physiological responses, such as the heart beating faster.
Biometric measurement is also less obtrusive. Respondents wear a belt around the chest and a sensor on the finger, but it's easier to 'forget' you are wearing those than that you are attached to electrodes.
In effect, EEG measures cognition, but we can already do that with survey research. Biometrics measures more effectively whether emotional response occurs. When this is backed by survey research, we can understand how, why and what difference it makes to brands.
