The study of biologically measurable responses and/or traits of humans. Biometric measures are commonly employed in media and market research to indicate global state changes in arousal (see “Arousal”), which help to infer the depth of an individual’s emotional response (see “Emotions”) to a marketing stimuli. Types of biometric response measured include changes in skin conductance (see “Galvanic Skin Response (GSR)”), heart rate (see “Heart Rate” or “PPG/Photoplethysmography”), and less frequently pupil dilation (see “Pupilometry” or “Pupil Dilation”), respiration, motion and voice analysis (see “Voice Analysis”).
