HCD and Struhl to Develop Biometric Models

US marketing and communications specialist HCD Research has entered into a partnership with former Total Research methodologist Dr Steven Struhl to develop integrated biometric and market models.

Struhl (pictured) has more than 25 years' experience in consulting and research, with fifteen of them spent as VP, Senior Methodologist at Total Research (later Harris Interactive). During his time with the firm, he focused on strategy and analytics for pricing, product and service optimization, decision making and customer loyalty. Earlier experience includes working at Doxus as Head of its Marketing Sciences and Methodology team, and at SPSS as Director of Market Research, where he guided development of new statistical software.

In February, HCD Research announced it had 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.

Through the new partnership, Struhl will be developing integrated methodologies in collaboration with HCD's Chief Research Methodologist Dr Gayle Marks and Scientific Advisor Dr Paul Bolls, to apply neuromarketing/biometric methods to determine the impact of media.

Web site: www.hcdi.net .