Eye Tracking, GSR & Facial Expression Analysis

Thanks to advancements in biometric technology, the future of market research has arrived. By utilising a combination of eye tracking, galvanic skin response (GSR), and facial expression recognition software, we can determine how human emotion drives the way your consumers think, feel, and act. This will help give your market research a unique new level of insight.


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What is biometrics?

Biometrics is the measurement and statistical analysis of physical and behavioural characteristics. Analysing people’s emotional reactions to stimuli in real-time provides unparalleled insight into behavioural patterns within a target market.

Biometric market research opens up an entirely new avenue of customer oriented innovation. With access to the ultimate test and learn techniques, you can supercharge user experience, brand recognition and consumer engagement like never before.

Conduct biometric market research with industry-leading technology

The fact of the matter is that buying decisions consumers make are based on emotions instead of rational thought processes.

When combined together, eye tracking technology, galvanic skin response (GSR), and facial expression recognition software can provide endless creative opportunities. You can then us this combined data to strengthen the visual impact of your branding.

By combining all of the biometrics data available, this cutting-edge biometric equipment allows you to pinpoint:

  • How your customers feel when they view your site
  • Which areas of your site are most popular
  • Common areas of interest among your target market
  • Which creatives have the strongest emotional impact
  • How to improve consumer engagement with your brand
  • Opportunities for hyper-targeted, personalised ads

The result is data-driven insight into exactly what is turning your audience on and off. This enables you to do more of what excites your customers, and less of what stops them from converting.

Read about our UX Biometrics Research Lab.


Ask us anything

Whether you’ve got a quick question or want to run through the details of your next big project, we can help. Speak to one of our experts.

"Biometric research technologies are extremely exciting and offer huge potential. With these new data sources we can give our clients unique and powerful insights, revolutionising their user experiences and marketing collateral."

Tom Pretty,
Digital Consultant - Coast Digital

Biometric research FAQ

What is eye tracking?

Eye tracking technology and eye tracking devices measure eye movement and visual attention. Eye tracking identifies point of gaze (i.e. what’s being looked at).

The eye tracker also measures what is being ignored and how the pupil reacts to different stimuli. Advanced eye tracking equipment allows us to study optical reactions in real-time.

What does galvanic skin response measure?

Galvanic skin response (GSR) measures perspiration levels to reflect the intensity of emotional arousal. GSR is effectively an evaluation tool that allows us to identify subconscious reactions to what’s being viewed.

How does facial expression recognition software work?

The integrated facial analysis software identifies the main feature points of a face (eyes, mouth etc.) and then evaluates facial movements like smiles, brow furrows and eye closure in order to identify emotion. This advanced software can identify 7 different emotions:

  • Joy
  • Anger
  • Surprise
  • Fear
  • Contempt
  • Sadness

If you’d like to find out more about eye tracking, GSR, and facial expression analysis, contact us today.

We know that industry jargon can sometimes be tricky to understand. For the ultimate list of A-Z industry terms, check out our Digital Marketing Glossary.

Further reading


How eye tracking, GSR, & facial expression analysis can deliver the ultimate UX insight


Let’s chat

Whether you’ve got a quick question or you want to run through the details of your next big project, we can help. Speak to one of our experts on 0844 644 2950 or send us a message.