Comments on: Paradigm Shift: Trends in Physiologic Market Research http://www.goldsmithstrategicservices.com/blog/market-research/paradigm-shift-trends-in-physiologic-market-research/ Perspectives on Consumers Wed, 21 Dec 2011 20:51:23 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Caryn Goldsmith http://www.goldsmithstrategicservices.com/blog/market-research/paradigm-shift-trends-in-physiologic-market-research/#comment-49 Caryn Goldsmith Fri, 18 Dec 2009 01:45:27 +0000 http://GoldsmithStrategicServices.com/blog/?p=359#comment-49 Love the last bit on cost! The "calibration" application you describe I like. Ever tried this with animatics or prototypes (rough) packaging? Love the last bit on cost! The “calibration” application you describe I like. Ever tried this with animatics or prototypes (rough) packaging?

]]> By: Ian D http://www.goldsmithstrategicservices.com/blog/market-research/paradigm-shift-trends-in-physiologic-market-research/#comment-48 Ian D Fri, 18 Dec 2009 01:20:29 +0000 http://GoldsmithStrategicServices.com/blog/?p=359#comment-48 Interesting article - thank you! It's funny as on the one hand it seems early days in this field and yet the medical techniques have been around for quite some years. The physiological research we've been working on (such as GSR and EEG) has been using "kit" that works in the home (hooked up to an online panel and using panellists about whom we know quite a lot already). We've not used more impressive but somewhat oppressive fMRI techniques for the reasons you describe. The results are interesting but do often require probing or survey based responses as well to try to shed more light on them. Sometimes these new physiological techniques are marketed as "mind reading" but they really cannot achieve that yet and so they add to the tool kit but do not yet replace or displace interviews (quant or qual). One area where the physiological responses ARE becoming more useful though is in calibration...for example one can get respondents to react to 10 known successful examples of a thing (ad, concept, package etc), 10 known failures and then when one pops the new stimulus into the mix you can at least see where the physiological data stream comes out compared to a comparison set of "angels and demons". It's a start. Bit of a pain selling it to clients though as it's hard to be entirely confident about the benefits but I can confidently guarantee it will cost more! :-) One other technique Interesting article – thank you! It’s funny as on the one hand it seems early days in this field and yet the medical techniques have been around for quite some years.
The physiological research we’ve been working on (such as GSR and EEG) has been using “kit” that works in the home (hooked up to an online panel and using panellists about whom we know quite a lot already). We’ve not used more impressive but somewhat oppressive fMRI techniques for the reasons you describe.
The results are interesting but do often require probing or survey based responses as well to try to shed more light on them. Sometimes these new physiological techniques are marketed as “mind reading” but they really cannot achieve that yet and so they add to the tool kit but do not yet replace or displace interviews (quant or qual).
One area where the physiological responses ARE becoming more useful though is in calibration…for example one can get respondents to react to 10 known successful examples of a thing (ad, concept, package etc), 10 known failures and then when one pops the new stimulus into the mix you can at least see where the physiological data stream comes out compared to a comparison set of “angels and demons”. It’s a start.

Bit of a pain selling it to clients though as it’s hard to be entirely confident about the benefits but I can confidently guarantee it will cost more! :-)
One other technique

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