GSR

IDENTIFY & MEASURE EMOTION

Skin conductivity indicates emotional arousal & stress

Electrodermal Activity (EDA) also known as Galvanic Skin Response (GSR) measures the electrical activity conducted through sweat glands in the skin.

This provides an identifier of the presence of an emotion and an indication of the intensity of an emotion experienced.

HOW IT WORKS

MEASURE EMOTIONAL AROUSAL

Our level of emotional arousal changes in response to the information that we process. When something is emotionally relevant, the change in emotional response that we experience in our brain also increases eccrine sweat gland activity.

This is what EDA / GSR devices capture when placed on the hands or feet. Skin Conductivity is regulated by the autonomic nervous system, which controls a number of bodily processes that can influence cognitive & emotional behaviours. EDA / GSR serves as a valuable index of emotional arousal as it offers insights into a respondent’s underlying physiological & psychological processes.

HOW DOES EMOTION IMPACT YOUR CREATIVE PROCESS?

UNDERSTAND EMOTION

UNDERSTAND THE EMOTIONAL JOURNEY YOUR CONSUMERS GO THROUGH?

EMOTIONAL PEAKS

What causes an emotional response? How strong is this emotional response? Understand these questions over the course of an entire experience.

GALVANIC SKIN RESPONSE ARTICLES

EEG
The Importance of Emotion

Where do your emotions come from? What part do they play in your daily life? If I was to ask you to describe how you’re feeling at a given moment in time, could you?

Read More

CHECK OUT OUR OTHER METHODOLOGIES

EEG | Neuromarketing | Future Proof Insights
EEG
Analyse electrical currents within the brain to interpret cognitive processes that indicate preference & mental workload.
Eye-Tracking | Attention | Future Proof Insights
EYE-TRACKING
What attracts attention? What gets ignored? What order are elements perceived? How do elements perform against one another
Electrodermal Activity | Future Proof Insights
GSR
Identify the presence of an emotion and quantify the strength of this emotional response to understand how an experience resonates with a consumer.
Facial Expression Analysis | Future Proof Insights
FACIAL CODING
Measure emotion via facial expressions by testing the impact of any stimulus intended to elicit an emotional response