Ep 86 : Jessica M. Wilson on Consumer Behaviour Research Through Biosensors

Jagged with Jasravee : Cutting-Edge Marketing Conversations with Thought Leaders

How is biometrics is being used in consumer research and the unique challenges it faces in adoption in the commercial space (like marketing, design etc) when compared to academia ?

What are the common use cases for biometrics in consumer testing with client examples?

Can you elaborate a little on what kind of data to expect form different tools say eye-tracking, facial expression etc. ?

What are the common mistakes & things to watch out for while adopting bio-metrics by marketers, designers etc ?

Jessica answers the above questions and many more ,as she takes us into a fascinating world of unpacking human behaviour using biosensors.Jessica M. Wilson, Ph.D. is the Technical Director at iMotions A/S. She is a Neuroscientist with over a decade of experience conducting research in both human and animal models. She is also an award-winning science communicator with a proven track record of translating complex scientific information to any audience across multiple industries .

Please connect with Jessica on LinkedIn https://www.linkedin.com/in/jessicawilsonphd/

Jessica's Personal Website: www.jessicawilsonphd.com

Jessica's Company Website : https://imotions.com/

Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.

Please visit Jasravee at https://jasravee.com/

Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/

Email Jasravee at [e-mail]

Index

00:00 Preview & Introduction to Jessica

02:45 Applications of Biometrics in Consumer Research

11:36 Duracell Case Study

15:29 Expedia Case Study

18:18 Doing Biosensors Research Remotely Using Webcams

22:04 Eye Tracking & Its Applications -Branding/Advertising, Tracking Attention

24:44 Application of Other Tools like Facial Expressions Analysis, Skin Conductance

25:45 Common Mistakes while Adopting Biometrics & Consistency in Operational Definitions

32:12 Importance of Context & Analysis Using Human/Cultural Lens

34:48 Emerging Trends - Neuro-Forecasting for Box Office Success of Movies or Songs

37:35 Talent Show - Naginata Martial Arts

40:00 Rapid Fire - Personally Speaking with Jessica

42:34 Connect with Jessica

Useful Links of Things Discussed in the Conversation

JAR article by Duane Varan on Operational Definitions in Neuromarketing: http://www.journalofadvertisingresearch.com/content/55/2/176

Duracell Case Study

https://imotions.com/blog/powering-consumer-insight-advancements/

Expedia Lab Case Study

https://www.phocuswire.com/Inside-Expedia-s-Usability-Lab-consumer-behavior-provides-insights

Brain Synchrony and Spotify Plays

https://imotions.com/blog/the-future-of-music/

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Campsite One Link : https://campsite.bio/jaggedwithjasravee

Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.

Website : https://jasravee.com/

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