Columnist Kaleke Kolawole Understanding biometrics in research T What does biometrics in market research he International Organization for Standardization and International Electrotechnical Commission standards look like? A typical scenario could be: bodies have defined biometrics as the automated Sample is recruited and brought to a focus group facility or recognition of individuals based on their biological and market research setting behavioural characteristics. The participant is asked to don galvanic skin-response Biometrics is a biological measurement or set of physical sensors on one hand characteristics that can be used to identify individuals. They are then asked to surf through a website. They may be It uses a variety of technologies that mobilise probabilistic sitting next to a researcher who asks them questions, or they matching to recognise a person based on their biometric may be self-directed so that the research team can see how characteristics. Biometric characteristics can be physiological they naturally navigate through their experience features such as a persons fingerprint, iris or hand Depending on the technology employed, they will either have geometry or behavioural attributes, such as a persons gait or face sensors attached or their responses and eye tracking will keystroke pattern. be captured through video As biometric characteristics are The results are added to the data generally unique to individuals, collection, which will later be they can be more effective and sorted and analysed by the Businesses have caught on quickly reliable at uniquely verifying the business commissioning the study. to the wealth of information that identity of individuals compared In the case of neuromarketing biometrics can produce. As a result, market research, biometrics has with other methods for example, they are moving toward matching traditional verification systems such several applications that are used to this data with website usability tests understand research subjects as a password or personal to deliver masses of information identification number. cognitive and emotional responses One key advantage of biometric toward certain stimuli. technologies is that they cannot be as Biometrics market research gives easily shared, lost or duplicated as researchers an opportunity to passwords or physical identity. observe and map subjects responses toward a certain product As such, biometrics are increasingly used in identity or service without disrupting the process. The results gained management. For example, a large range of technology from the research are usually accurate, as most biometric companies employ mobile biometric authentication for systems aim to gauge the subconscious part of the mind, their products or for the use of apps. At present, therefore producing an almost pure, untainted response biometric data is largely employed for the purposes of although there are caveats to this. human authentication. As mentioned above, during the research process participants Biometrics has traditionally existed in the silos may be asked to surf through a website while seated next to a of physiological and neuroscience studies, and in user researcher, who asks them questions (this, of course, causes experience or user interface design. However, businesses interference), or they may be self-directed, so that the research have caught on quickly to the wealth of information that team can see how they naturally navigate through their biometrics can produce. As a result, they are moving toward experience. While biometric data goes beyond the cerebral matching this data with website usability tests to deliver masses cortex (the conscious mind) into the subconscious, it is still of information. useful to remain inquisitive about the shortcomings of 52 Impact ISSUE 40 2022_pp52-53 Legal.indd 52 13/12/2022 12:03