The 2-day event took place earlier this week, with engaging 30 minute sessions on the latest research trends, techniques and strategies from a range of experts, including Populus.

Populus’s Deputy Managing Director Ian Bramley presented alongside Senior Brand Research Manager Greg Morris at Formula 1 (F1) on the ways in which biometric technology can be used to optimise fan engagement.

The pioneering technology allows brands and agencies to track real-time engagement with content through a methodology that could eliminate post-rationalization of responses. The approach was developed with technology partners Mind Prober and Populus Data Solutions.

Together, Populus and F1 presented the technique, results and implications of this ground-breaking technology that delivers in-the-moment, implicit responses, which can be used to optimize content.

Key takeaways from the session at Quirks

  1. The application of in-home biometric surveys delivers qualitative insight at quantitative scales and the benefits of capturing non-obtrusive in-the-moment implicit responses at scale and how it can be used to optimize engagement.
  2. The benefits of the technology in comparison to other methods, e.g., Populus overlaid reported responses in combination with responses captured by biometrics, allowing us to effectively compare reported responses with implicit responses.
  3. The future of research is one which combines touch and technology. The use of this technology is to our knowledge a world first, so delegates will leave with an understanding of the approach used, outcomes as a result and implications for the industry.

If you are interested in innovation at Populus and in market research, find out more in some of our case studies where you can learn how we apply biometrics to market research in more detail or how we use virtual reality.