This document discusses using galvanic skin response (GSR) to measure unconscious emotional responses. GSR sensors measure small changes in sweat on the skin to detect physiological arousal in response to stimuli. Combining GSR data with participants' conscious feedback allows identification of emotionally engaging moments. GSR is presented as a useful tool for concept testing, advertising research, and analyzing shopping experiences by providing insights into the unconscious "System 1" responses that influence most decisions.

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Skin Deep: Galvanic Skin Response

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4. 4
Behavioural economics gives us frameworks to explore the complexity of
human behaviour
People are poor witnesses to their own motivations.
Behavioural Economics has helped us to better
understand human behaviour by identifying the
wide range of influences, from society and social
mores, to our own beliefs
In essence…..people function incredibly well most of the time by making
less than perfect decisions
So Behavioural Economics helps us understand human judgement and
decision making
Intuitively Emotionally Comparatively Quickly Effortlessly
Behavioural Economics acknowledges
the inherent biases and distortions that
characterise human judgement and
decision making
In a nutshell….the application of lessons
from psychology to economic behaviour
in the real world

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Where Galvanic Skin Response sits in the whole field of behavioural economics
MEASURING RESPONSES
NeuroMetric
(brain or neutral response)
EEG FMRI
BioMetric
(biological/ physiological response)
EYE TRACKING FACIAL DECODING
SKIN PERSPIRATION
(GALVANIC SKIN
RESPONSE)
HEARTBEAT
RESPIRATION PATTERNS BLOOD PRESSURE
EXPLAINING RESPONSE
PsychoMetric
(psychological or implicit response)
IMPLICIT
ASSOCIATION TESTS
PRIMING TESTS
ETHNOGRAPHY
PROJECTION
TECHNIQUES
SEMIOTICS
APPLICATION OF
THEORETICAL MODELS
ONLINE
COMMUNITIES
ACCOMPANIED
SHOPS, INTERCEPTS

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Galvanic Skin Response: Skin Deep – Cracking our Elusive System 1
We capture System 1 responses…
Allows us to access unconscious and
implicit System 1 responses to
stimulus and environments
1 2 3 4 5
...using GSR sensors
We use GSR sensors attached to the
first and middle fingers, which
measure skin conductance or the
amount you sweat in response to
different stimulus
...in different research scenarios
GSR can be used in a range of
different scenario from new comms
testing, to on pack information,
concept testing and in store
experiences
…by measuring physiological
responses
Every emotion or unconscious
response has a physiological
response e.g. increased heart rate,
muscle movement, sweating
...to understand key moments of
engagement
By combining traditional qual
research techniques and GSR
measurements we identify
unconscious key moments of
engagement and understand why
they are engaging
We use Galvanic Skin Response to measure unconscious reaction to stimulus and environments

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The GSR kit
GSR sensors attached to index and middle
fingers and wrist
Tablet to view ads /
films record
conscious response
to what is seen using
the Valence slider
Spy glasses to
film what is
looked at in
order to overlay
the GSR
measurement
onto the film
Easy to wear and unobtrusive

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What does GSR measure?
We use cutting edge technology to measure and explain emotional engagement with different stimulus
SKIN CONDUCTANCE
"System 1" is fast, instinctive and emotional - the under-the-surface gut
response. We use GSR sensors to measure Skin Conductance. When
exposed to different stimuli, sweat levels change, which is enough to
change the electrical conductivity of the skin.
VALENCE
"System 2” is slower, more deliberative, and more logical - the
calculated, processed response. We use traditional qualitative
questioning techniques and in some cases use a vertical slider on a
tablet to help us understand how respondents are reacting to different
stimuli. We call this Valence
VALENCE + SKIN CONDUCTANCE
By combining Skin Conductance with Valence we can identify
moments of key engagement and understand why they are significant
What do we measure?

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Each zone of engagement highlights peaks in emotional response. Each moment is recognised
as having a percentage over 2%. A high moment of engagement can be measured between 7 – 11%.
SKIN CONDUCTANCE Skin conductance provides the ‘instant’ emotional impact
VALENCE Valence response provides the context of that emotional impact
How to Interpret Galvanic Skin Response Data
Graphing skin conductance and valence data presents a narrative of emotional engagement
Time Time Time
Increased Valence &
Skin Conductance, indicating
EXCITEMENT
Increased Valence & Decreased Skin
Conductance, indicating an
INTERESTED EMOTIONAL RESPONSE
Decreased Valence &
Skin Conductance indicating
A DISINTERESTED EMOTIONAL RESPONSE
ZONE OF ENGAGEMENT

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Using GSR to compare video clips and identify moments of engagement
X voiceover outlining his vision
Nature shot flowing into the birds
eye view of the brand
Fig 1.
+5%
Fig 2.
+2%
X attaching the tennis racket
to the amputee
X’s creative process on a window
Fig 3.
+4%
Fig 4.
+2%
Beach scene at sunrise
Outside talking to one another
Fig 6.
+2%
Fig 5.
+6%
X delivering a new version
of a leg prosthetic
The mechanical piece in X’s hand
Fig 7.
+4%
Fig 8.
+4%
Brand and Channel Marker
Close up shot of X
Fig 9.
+4%
Fig 10.
+5%
Moment of
peak
engagement
+7% and
above
Moment of
positive
engagement
+2 %-+6%
Moment of
negative
engagement
-2% and
below
Fig 8.
+4%
Fig 5.
+6%
Fig 10.
+5%
Fig 9.
+4%
Fig 7.
+4%
Fig 6.
+2%
Fig 4.
+2%
Fig 3.
+4%
Fig 2.
+2%
Fig 1.
+5%
SKIN CONDUCTANCE VALENCE NEUTRAL

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When discussing quality spontaneously some signifiers got more of a visceral reaction and interest than others
Even though these weren’t verbalised as key priorities when discussing quality, their unconscious response shows
they have an important role to play in choice. These are the areas that need to be dialled up on pack
Using GSR in a focus group situation to assess the quality of toys
Trust in brand
5%+ increase
Robustness
and colour
5%+ increase
Educational and
stimulating
8%+ increase
BRANDS
PHYSICAL
PRODUCT
FEATURES AND
ON-PACK INFORMATION

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Using GSR to assess the shopping experience in a busy supermarket
We overlay GSR data with
footage from spy glasses
enabling a non-invasive
method of recording video
as well as in the moment
conscious feedback
collected via a tablet
GSR peaked at
Gondola end (+32%)

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Why use GSR?
01 02 03
A VIEW INTO THE SYSTEM 1 BRAIN
Allows us to get a glimpse into our
unconscious System 1 brain which is
responsible for as much as 95% of
our everyday decision making,
providing key insights that can
influence the products or
experiences we deliver
IMPROVED BUSINESS PERFORMANCE
Understanding how consumers
interact emotionally can improve
performance on many different
metrics e.g. recent research has
shown emotive ad campaigns can
lead to a 30% uplift in sales and a
three fold increase in brand loyalty
(source, Adam&Eve DDB)
EASY AND UNOBTRUSIVE
Unobtrusive technology that can be
worn in real life environments rather
than artificial lab based
environments

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@FutureThinkHQ | +44 (0) 3333 208 220
Anna Appleford
Senior Director
anna.appleford@futurethinking.com