The electrical conductance of the skin can be measured using the galvanic skin response (GSR), which is dependent on the skin's moisture content. Since the sympathetic nervous system regulates the sweat glands , skin conductance is a useful indicator of physiological or psychological arousal.
How is GSR measured?
The sensors are positioned to sense sweat gland activity when in contact with the skin. Sweat microparticles appear to indicate whether excitement is present or absent, which can be either positive or negative.
Prior to being released to the public, this technique is most frequently used to test audience response to particular marketing materials and creative concepts.
Test these contents
- Websites and additional video content
- Ads
- Sales correspondence
- Logos and other marketing materials
Why use GSR?
GSR is always used in conjunction with other neuromarketing tools because of its straightforward metric, which is the presence or absence of excitement when exposed to a specific stimulus.
The total result for the chosen marketing content, which compares with other, similar content, and what we refer to as a benchmark score—which is deemed relevant to good or bad marketing content—are obtained by combining the data collected.
