What if you could assess how someone reacts to a concept without even asking them? That is the promise of implicit physiological methodologies.

However, in our quest to continually access reality, we don’t take promises at face value, we conduct self-funded studies to put the approach through its paces and see whether it really gets us closer to deeper truths, whether it really represents value for money, and whether it really delivers actionable strategic insight.

As part of our continuing series of self-funded projects, we have recently completed a study assessing Galvanic Skin Response, an implicit methodology featuring a skin sensor that measures conductivity on the skin’s surface that correlates with heightened emotion (‘arousal’). We offer the results of this study as a white paper. Please contact us to find out more.

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