Biometry as a method of study advertising incentives

Traditional linear verbal consumer and ad research yield its positions in the data-driven world while new methods and technologies are emerging to obtain accurate and objective data on marketing and advertising processes and consumer behavior. Biometrics such as eye tracking, electroencephalography (EEG), face coding, galvanic skin reaction, biofeedback nowadays are the new marketing research tools to assess promotion efforts’ effectiveness and to provide valuable insights in modern advertising. Using biometric methods, it is possible on biometrics basis to study the psychophysiological state of the consumer and provide a multi-faceted understanding of the consumer’s interaction with advertising’s stimuli. The article presents a pilot experiment results based on the biofeedback technique for evaluating the commercials effect on consumers. The pilot experiment showed the possibilities and disadvantages of the biofeedback technique for advertising research. Biometric research in advertising field on the biofeedback basis allows marketing practitioners to get valuable data on current mental state of consumers, unobtrusively study the respondents’ engagement with advertising. and deploy analytics in marketing and communication strategy.