IBA-Neuro-Marketing Lab & Research

IBA-Neuro-Marketing laboratory offers a solution that is relatively objective in nature. This is a huge opportunity for academics and practitioners to get unbiased responses. Generally, self-reported surveys have been criticized being biased and inflicted by high order cognitive response. The knowledge and understanding of neuro-marketing have transformed the consumer research and the collection of data in real time enable accurate depiction of buying behavior.

The effects of Stimuli are analyzed in the laboratory in three real time measures. These include:

  • Eye tracking.
  • Skin response (Emotional arousal).
  • Facial response (Emotion direction).

Emotion intensity & direction

  • Galvanic Skin Response-GSR
    A measure of emotional intensity towards stimuli
  • Facial Response
    A measure of emotional direction (positive or negative emotion).

GSR Data-Excel

  • Emotional Arousal counts
    [Variable type: scale (sum counts)]
  • Overall Emotional Arousal
    [Variable type: scale arousal amplitude (unit: micro Siemens µS)]
  • Moment to Moment Response
    [Variable type: binary (1 = peak – 0 = no peak)]

Area of Interest-AOI

Area of interests-AOIs are created to further narrow down visual attention in terms of specific advertising elements.
There are two type of AOIs

  • Moving AOI
  • Static AOI

AOI Indices

  • TTFF – Time Taken First Fixation
  • Fixations
  • Ratio
  • Time spent


  • Eye Tracker-30 Hz (ET)
  • Galvanic Skin Response (GSR)
  • Facial Action Coding (FAC)

Note: Eye tracking is used to assess visual attention, GSR is used for emotional intensity and Facial response is used for emotional direction (either emotional response is positive or negative).

Tobii Eye Tracker-30 Hz

Galvanic Skin Response-GSR

Facial Action Coding