Market Research with Human and Synthetic Respondents
The idea of synthetic respondents in market research arises from a desire to simulate human responses using artificial intelligence. Instead of collecting data from real
October 14, 2025
Biometrics
The Benefits of Combining Biometric Testing with Implicit Response Testing in Market Research
Revolutionising Consumer Behaviour Analysis with Biometric Testing in Market Research
The use of biometric testing in market research has revolutionised the way we understand and analyse consumer behaviour.
Our equipment is non-invasive and we can capture an objective measure of emotional response to brand assets. Our biometric equipment includes; electro-dermal response monitors, heart-rate monitors, breathing rate monitors, EEGs, and eye tracking.
By measuring biometric responses, we can gain a deeper understanding of how consumers engage with products and marketing materials. This can be particularly valuable in understanding the emotional impact of your brand and its messaging. Biometric testing can also provide valuable insights into how consumers interact with different types of media. For example, in-store displays, online ads, or social media posts.
The Benefits of Combining Biometric Testing with Implicit Response Testing in Market Research
In addition, biometric testing can be used in conjunction with implicit response testing. Together, these methods can provide a rich and nuanced picture of how consumers perceive your products and brand assets. Biometric testing adds an extra layer of insight to implicit surveys. This helps researchers to better understand the underlying emotions and reactions of consumers.
Overall, biometric testing is an invaluable tool for market researchers looking to gain a deeper understanding of consumer behaviour. By providing an objective measure of emotional response, it can help brands make more informed decisions. This, in turn, means creating more effective marketing strategies.
Check out our recent studies combining biometrics with implicit testing:
One of our recent studies was conducted in Alton Towers CBeebies Land in order to understand the Perfect Formula for a Day Out with the Kids. We measured the biometric responses of 30 children aged 4 to 7 years old, using the Empatica Watch. This watch is designed to measure and monitor physiological responses, such as heart rate, skin conductance, and motion, in real-time. The children wore it while they rode various rides at Alton Towers. We also utilised Split Second Research implicit testing for kids. For more information about this study, please read this article from our partner; What is the Perfect Formula for a Day Out with the Kids?
In another study, we turned breakfast sounds into music. For this study, we used a 14 channel EEG in conjunction with an implicit test. We measured the brain activity of 23 respondents while they tasted three different types of breakfast toppings. The brain signals were then analysed by Split Second Research’s in-house neuroscientist and part-time musician, Dr. Eamon Fulcher. The brain signals were translated into musical notes based on a predetermined scale. See our partner’s article: Thinking outside the box: First-of-its-kind research turns breakfast sounds into music.
Testimonials from our Global Clients:
"This neuromarketing research method has proven an invaluable tool for the generation of targeted insights to make the decision making of our company more efficient. The innovative research tool of Split Second Research has helped us to re-evaluate our promo strategy within SSDs and Juices, to drive their penetration and frequency more effectively, while at the same time building on brand loyalty. This methodology helped us understand the reasons behind the failure of mechanisms that were previously evaluated using more traditional approaches as attractive with high purchase intent. Implicit research has pinpointed the deficiencies in the previous execution and has enabled us to improve upon Coca-Cola’s promo communication strategy."
"The fastest agency in town!"
"I trust Split Second Research with my market research needs, any day of the week. Completely reliable, fast, and efficient. They have the best expertise I know."
"Split Second’s implicit tests are invaluable for understanding the impact an advert can have (or not have as the case may be!)"
The work was very insightful and enabled us to successfully refine positioning and marketing materials for the new prescription medication to reduce the risk of stroke. We found Split Second Research to be highly professional and totally reliable. Their Implicit research methodologies provided very valuable insights into physician decision-making. We would happily employ them again for future projects
"The research revealed insights we have never had before."
"Split Second Research does amazing work, and the staff are always a pleasure to work with."
Think Again Growth
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