EASY, SCALABLE TESTING
EDA requires professionals to outfit your audience with electrodes on two fingers in an environment-controlled room. Immersion records measurement from the smartwatch your audience wears everyday in any environment.
*EDA is the umbrella term for this type of research. Galvanic skin response, aka.GSR, is one type of electrodermal activity measurement.
Using EDA in neuromarketing allows you to measure changes in sweat gland activity to determine arousal. Though EDA can identify arousal, it's important to understand this does not always correlate to emotion.
EDA involves placing electrodes on two fingers of a consumer’s hand and recording changes in the flow of low-voltage current between them.
EDA research is conducted in a temperature-controlled environment where consumers are asked to stay still. Recent technology advances have led to the development of mobile wrist-based devices, but these may be less sensitive for detecting changes.
EDA is a simple measure of attention to stimulus.
EDA requires that your audience is fit with electrodes on their fingers, making it simpler than some neuroscience technologies, but it still requires professionals to interpret data.
EDA requires access to costly equipment, pre-scheduled lab time, and trained professionals to apply the finger electrodes and interpret the data. This interpretation causes issues with results.
EDA requires a specific temperature-controlled environment that can take away from the experience of your audience while viewing your content.
Processing data from EDA can take weeks and requires professionals to decipher data.
With EDA, you can identify the presence of arousal, but you cannot determine whether that arousal was good or bad. You will know that your audience experienced a response, but you will not know whether it was positive or negative.
(Must have been freaky to see for the first time...)
Immersion is not based on simply detecting a change in arousal. It does not stop at biometrics to infer attention. It provides analysis of direction of emotionality for a second-by-second analysis of whether a person is connecting with an experience. It doesn't require complicated tools or specialized training to collect or interpret the data.
Immersion passively identifies the electrical signature of the neurochemicals our brains produce to understand your audiences’ connection to your content and accurately predict their future behavior from that measurement.
Immersion is ecologically valid, meaning it takes place in any environment without requiring specific context from your audience that could interrupt the integrity of their experience. Immersion is scalable to any audience size in any setting - using the smart watch they already wear.
Immersion is based on 20+ years of research performed by experts in neuroscience who created algorithms that have been proven to predict future action based on emotional responses of your audience with over 80% accuracy.
Not only does Immersion pinpoint the moments of connection or disengagement - it predicts future action in your audience and identifies areas in your content or experience to maximize results.
Immersion pinpoints the exact moments in your content or experience that your audience is most likely to remember. This helps predict future action based on what is happening in those moments.
With Immersion’s data - you can alter your content to put your call-to-action in the most important moments in your content to drive audience action
|Easy to Use|
|No observation effect|
|Nearly instant results|
|Shareable, downloadable reports|
|Conducted by any team member at any time|
|No professional training required|
|Experience setup in under 5 minutes|
|Easily identified high & low moments|
|Automatically produces actionable insights|
|Pinpoints exact moments to improve|
|Predicts' consumers future behavior with over 80% accuracy|
|No additional neuroscience required to leverage results|
|No expensive, specialized equipment|
|Scalable to test hundreds of subjects at once|
|Natural environment to your audience|
|Easy, low touch audience setup|
|Ability to test asynchronously at convenient times for your audience
Can scale to thousands of participants without requiring a visit to a lab or testing everyone at once.