Shimmer, a global leader in wearable technology for research applications, today announced the launch of version 2.0 of its NeuroLynQ biometrics neuromarketing platform. NeuroLynQ uses scientifically-validated galvanic skin responses (GSR) to monitor an audience’s nonconscious emotional response to stimuli, such as a live performance or new advertising material. NeuroLynQ v2.0 features an entirely new analytics module.
GSR, also known as skin conductance, refers to changes in sweat gland activity, which reflect the intensity of participants’ emotional state – or ‘emotional arousal’.1
NeuroLynQ permits an audience’s emotional response to be measured in real time in a real-world setting. It can provide results from up to 45 people simultaneously in a format that is easy to use and interpret.
“NeuroLynQ’s new analytics capabilities dramatically change the economics of analyzing biometric data, reducing the time required for neuromarketing data analysis from days and weeks to minutes and hours,” said Geoff Gill, president of Shimmer Americas. “For example, using a beta version, we calculated 1,380 summary metrics from 115 Super Bowl ads collected live in just six minutes allowing Ipsos to release their analysis before start of business the next morning. In another example, we completed a detailed multi-segment analysis of NeuroLynQ data collected during 36 sessions conducted on four days in three countries in four hours.”
Ranking Super Bowl ads is just the tip of the iceberg. NeuroLynQ, and biometrics more generally, have a broad range of research applications. In addition to ad testing, NeuroLynQ has recently been used for concept testing, testing students’ response to teaching materials, evaluating visitors’ experience in a museum, and product testing.
Mr. Gill continued, “The use of biometrics is growing rapidly. A great example is Fractl’s study where they used biometrics to help predict viral marketing campaigns.”2
In their recent study published in the Harvard Business Review, Jacob L.H. Jones, creative process engineer at Fractl, and his colleagues showed participants a mix of popular and unpopular content, while using a Shimmer biometric sensor to measure their GSR. The researchers used the most prominent graphics from 15 highly successful content marketing campaigns (average social shares = 21,358.07) and 15 low-performing campaigns (average social shares = 11.07). Then, they asked the participants standard follow-up questions, such as: “Were you engaged in this content? Do you think you would share this?” Results showed that the highly-viral content elicited the greatest emotional arousal from participants regardless of whether it was on a topic in which they were interested. Shimmer’s biometric data proved to be a stronger predictor of outcomes than the behavioral survey methods.2
Mr. Jones said, “We used Shimmer’s GSR+ sensor when we did this study, but I wish NeuroLynQ v2.0 had been available. We could have collected all our data in one session, instead of 22. We are really excited to see NeuroLynQ’s new analytic capabilities, which will dramatically streamline our data analysis.”
NeuroLynQ’s new analytics module provides several useful features: easy session aggregation and segmentation, peak counting, z-scoring, and enhanced export features.
These advances enable neuromarketing researchers to integrate seamlessly data from multiple sessions conducted at different times and locations to create detailed studies. They can also define their own demographics and segments, allowing them to analyze the data in innumerable ways. The addition of z-scoring metrics permits the aggregation of GSR signals, providing a quantitative measure of arousal. Enhanced export features enable tailored exporting of segments, event marks, and summary metrics.
“Researchers can also access the NeuroLynQ algorithms. NeuroLynQ provides complete transparency to ensure reliable results,” added Mr. Gill.
Interested parties can see NeuroLynQ v2.0 in action in kiosk 53 at Insight Innovation Exchange (IIeX) 2019 NA, which will be held from Apr. 23-26 at the AT&T Hotel and Conference Center in Austin, TX. Additional information about this conference is available at https://iiex-na.insightinnovation.org/home.
1. Neuromarketing Science and Business Association: “What is GSR (galvanic skin response) and how does it work?” https://www.nmsba.com/buying-neuromarketing/neuromarketing-techniques/what-is-gsr-galvanic-skin-response-and-how-does-it-work
2. Jones JLH, Gillespie M, Libert K. “Can Biometrics Predict a Viral Marketing Campaign?” Harvard Business Review. Jan. 10, 2019. https://hbr.org/2019/01/can-biometrics-predict-a-viral-marketing-campaign
Founded based on Intel technology in 2006, Shimmer is a well-established wearable technologies services and sensor manufacturing company based in Dublin, Ireland. In addition to standard products, Shimmer provides customized sensor development services, volume manufacturing, and complete wearable sensor solutions of any complexity. Shimmer’s technology and services have been employed by thousands of researchers at more than 900 leading companies, universities, and research institutes in more than 75 countries. Shimmer’s technology is incorporated in the products and services of more than 20 original equipment manufacturers. Shimmer has an ISO 13485:2016 certified medical devices quality management system. For more information, visit www.shimmersensing.com, www.linkedin.com/company/shimmer or follow @ShimmerSensing.