Ipsos and Innerscope launch biometric TV research

The new EmoTV offering combines Innerscope’s biometric research with nationwide survey data and focus groups conducted by Ipsos MediaCT.

As participants watch a TV show, four biometric indicators – skin conductance, heart rate, respiration and motion – are measured to see how they are reacting emotionally to what they are seeing.

Bruce Friend (pictured), president of Ipsos MediaCT said: “As someone who has worked in the TV industry for 30 years I know the problem of relying on just one set of data to make a decision on new content. EmoTV gets around this problem and will help us to help our clients make smarter decisions about their content.”