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HCD in Biometrics Partnership
In the US, the Missouri School of Journalism has partnered with HCD Research to conduct studies combining biometric and eye tracking measures to further understanding of consumer choices.
 This collaboration is part of a research program between HCD, the PRIME Lab (Psychological Research on Information and Media Effects) and the Donald W. Reynolds Journalism Institute (RJI), which are part of the Missouri School of Journalism at the University of Missouri.
The studies aim to enable advertisers and publishers to design ad campaigns and news media sites which are more effective at communicating their messages to their target audiences. A study already running is looking at the psychology of media audiences, aiming to identify how online media use habits and preferences are determined by unconscious and biological motivations that determine how the human brain processes information.
Paul Bolls (pictured), Associate Professor of Strategic Communication and Co-Director of the PRIME Lab in the Missouri School of Journalism, explains: 'Our approach to conducting communication research is grounded in a holistic and more science-based methodology that is currently lacking in many neuromarketing models. We will combine our scientific knowledge of how the brain processes media with our expertise in applying multiple measures to obtain biometric, survey and behavioral data to solve complex communication challenges for clients.'
In 2010, HCD partnered with the Muhlenberg College Institute of Public Opinion (MCIPO) to measure voter sentiment, using its NetClass Politics tool to measure and track the negative and positive social media buzz surrounding the campaigns and political candidates.
Web sites: www.hcdi.net , www.missouri.edu and www.rjionline.org .
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