Schlesinger Opens Biometric Labs

Online data collection specialist Schlesinger Interactive has teamed up with usability and testing technology provider Interactive Video Productions (IVP) to launch a network of Biometric Research Labs across the US.

The labs offer a combination of ECG, facial reaction, galvanic skin response and eye tracking methodologies, to help researchers identify emotional and cognitive human response to marcoms stimuli and real-time message exposure.

Schlesinger says it will combine this service with other techniques such as in-depth interviews or online surveys, to give clients a 'holistic view' of how consumers process and respond to messages.

In addition, moderator training and biometric analysis can be provided by media psychophysiology firm ComScience Minds, to guide researchers in running lab tests and reporting findings to clients.

Commenting on the launch, Schlesinger Interactive MD Anne Hedde said: 'Brand communication effectiveness in today's competitive environment is dependent on insights gained through neuromarketing biometric measures. Our clients are able to test the unconscious emotional reactions to media and combine their findings with data from self-report methodologies for holistic results that stand up to scrutiny.'

The firm is part of data collection specialist Schlesinger Associates, and the new labs will be available across the latter's US network of focus group facilities, using IVP's MobiLAB Bio technology.

Web sites: www.schlesingerassociates.com , www.interactivevideo.com and www.comscienceminds.net .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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