Case Study
Marketing researchers employ biometrics to measure physical responses to different stimuli such as online, television or print advertising, a product or a service. Biometrics is a very broad category of measures that includes functional magnetic resonance imaging (fMRI, measuring blood oxygen levels), electroencephalography (EEG measuring “brain waves,” brain electrical activity recorded on the scalp), galvanic skin response (GSR), eye movement tracking (eye-tracking), iris or retina recognition, facial recognition, fingerprint matching, gait recognition, geometry of the hand, ear and fingers and voice recognition. Some biometric measures are useful in marketing research and some are not. In the Case Study for Week Three, you will examine marketing research conducted by SensoMotrics Instruments using eye-tracking.
View this DW News YouTube video “Market Researchers Observe Where We Look | Made in German,” September 4, 2013
Answer the following:
To what extent does eye-tracking measure decision making? What other methods are available to marketing researchers to evaluate decision making?
What other factors might have influenced the test customer’s choice of ketchup other than the target product in the video?
Do you believe eye-tracking will replace any form of marketing research? Explain why or why not?
Why do you believe Apple purchased SensoMotrics Instruments in 2017? Did the acquisition have anything to do with marketing research?
