Biometrics


Exhibit 25.1   GSK’s ‘Shopper Science’ lab in Singapore (Source: GSK).

As a result of technological advances and lower costs, the use of biometrics in marketing, has grown rapidly in the past decade. Now-a-days, biometric devices that unobtrusively track consumers’ responses are providing valuable insights in fields such as advertising, digital marketing, packaging, product development and retailing.

Leading market research agencies including Ipsos, GfK, Millward Brown and Nielsen, as well as a host of start-ups and technology firms, have acquired or developed expertise in biometrics. Manufacturers are also using biometrics in-house to understand their consumers.

GSK for instance set-up labs in the UK and in Singapore (Exhibit 25.1), equipped with a range of biometric technologies, to help them understand consumers’ preferences and gain insights into shopping behaviours.

This chapter pertains to biometric techniques that have gained traction with marketing practitioners. These include devices such as EEG (electroencephalogram) and GSR (galvanic skin response) that are increasingly used by analysts to observe consumers’ physiological characteristics, as well as techniques like eye tracking and facial coding that are used to observe behavioural characteristics. It dwells on the relevant technologies, devices, metrics and applications of these techniques.

Because the essential nature of biometrics is the observation of behaviour and physiology, it falls under the domain of qualitative research.

Note: While biometrics previously used to be quite narrowly defined, in this text, the term is used as a generic descriptor for technologies used to observe consumers’ physiological and behavioural characteristics.

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What they SHOULD TEACH at Business Schools

What they SHOULD TEACH at Business Schools


Marketing has changed. More so in practical terms, and marketing education is lagging.

The fundamental change lies in the application of analytics and research. Every aspect of the marketing mix can be sensed, tracked and measured.

That does not mean that marketers need to become expert statisticians. We don't need to learn to develop marketing mix models or create perceptual maps. But we should be able to understand and interpret them.

MarketingMind helps. But the real challenge lies in developing expertise in the interpretation and the application of market intelligence.

The Destiny market simulator was developed in response to this challenge. Traversing business years within days, it imparts a concentrated dose of analytics-based strategic marketing experiences.


Dare to Play

Dare to Play


Like fighter pilots, marketers too can be trained with combat simulators that authentically reflect market realities.

But be careful. There are plenty of toys that masquerade as simulators.

Destiny is unique. It is an authentic FMCG (CPG) market simulator that accurately imitates the way consumers shop, and replicates the reports and information that marketers use at leading consumer marketing firms.

While in a classroom setting you are pitted against others, as an independent learner, you get to play against the computer. Either way you learn to implement effective marketing strategies, develop an understanding of what drives store choice and brand choice, and become proficient in the use of market knowledge and financial data for day-to-day business decisions.