HCD Adds Biometric Measures to Concept Test Tool

US marketing and communications specialist HCD Research has integrated biometric, eye tracking, and quant online research measures into its existing AdverTest concept testing tool, to obtain insights into consumers' reactions to all forms of media.

HCD's new 'EmCode RT' service will measure participants' reactions to visual and copy elements of concepts, through biometric measures such as heart rate, facial EMG, skin conductance and eye tracking technology.

This builds on the firm's AdverTest solution, which measures message recall, interest, emotion and the overall communication effectiveness of ad concepts. Participants are asked questions before and after viewing content, to determine if their perceptions have changed. Each concept is rated using the firm's advertising impact score, and compared against a normative database.

President and CEO Glenn Kessler (pictured) comments: 'We developed this comprehensive tool by integrating HCD AdverTest with biometric and eye-tracking measures to provide clients with a more representative picture of participants' real-time mental processes as they view ad concepts or web sites.'

Web site: www.hcdi.net .