Concept Testing Tool Integrates Traditional and Biometric Measures for Real-Time Insight into Consumers' Perceptions and Engagement

Feb 21, 2013, 10:16 ET from HCD Research

FLEMINGTON, N.J., Feb. 21, 2013 /PRNewswire/ -- HCD Research announced today that it is offering a new research tool that combines the strengths of biometric, eye-tracking and quantitative on-line research to obtain greater insights into consumers' reactions to all forms of media.

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Through its new tool HCD EmCode RT, HCD Research will provide marketing professionals with the ability to measure and obtain consumers' real-time, conscious perceptions, levels of engagement and intensity of emotions as they mentally process media stimuli. For more information about HCD EmCode RT, click on the following link:

According to Glenn Kessler, president and CEO, HCD Research, the tool is an outgrowth of the firm's validated HCD AdverTest® on-line concept testing tool, which has been used to test and optimize the effectiveness of clients' ads for more than 10 years. "We developed this comprehensive tool by optimally 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 websites," explained Kessler.  

HCD AdverTest measures break through, message recall, interest, emotion and the overall communication effectiveness of ad concepts. The participants' emotions are measured using a validated emotion battery.  After viewing the content, participants are asked pre- and post-viewing questions to determine if their perceptions have changed. Each concept is rated using the company's advertising impact score (AIS) and compared against a normative database. 

HCD EmCode RT measures participants' real-time mental processes associated with levels of attention, arousal, positive and negative emotion and visual tracking and engagement. The tool employs biometric measures, including heart rate, facial EMG, skin conductance and eye-tracking technology to capture participants' reactions to visual and copy elements of concepts.  The biometric analysis is integrated into the HCD AdverTest AIS to determine breakthrough and communication effectiveness.

HCD Research is a communications research company, headquartered in Flemington, NJ. The company employs biometric, eye-tracking and traditional research techniques to provide clients with insightful and actionable research findings for all forms of media. For additional information on HCD Research, access the company's website at or call HCD Research at (908) 788-9393.