Interactive Textbook Module Syllabus

Biometric Research in Marketing

⏱️ ~50 min reading & interactives 📑 9 sections 🎓 Level: Advanced undergraduate 📐 Math: No math 📚 Courses: Consumer Insights & Qualitative, Marketing Research Methods 🏷️ Topics: Qualitative methods, Research design

Chapter Section Outline (9 Sections)

Topics and managerial frameworks covered in Biometric Research in Marketing:

1. Why Biometrics? — The Limits of Self-Report
2. Consumer Wearables as Research Tools
3. Eye Tracking — Where Attention Actually Goes
4. Electroencephalography (EEG) — Reading the Brain
5. Galvanic Skin Response (GSR / EDA) — Measuring Arousal
6. Facial Coding and Emotion AI
7. fMRI and Advanced Neuroscience — The Deep End
8. Case Application — GreenLeaf Juice Package Redesign
9. Building a Biometric Research Program

Interactive Concept Mini-Widgets Embedded in This Chapter (4)

Students manipulate these interactive visual simulations directly inside the chapter reading before answering gated check-in questions:

System 1 vs. System 2 Race

The student IS the demo. Round 1 (System 1): four stimuli flash and the student must tap LIKE / DISLIKE on first instinct — a live millisecond timer creates urgency.

Teaches: your deliberate survey answer is a post-hoc construction; the fast System-1 reaction — the thing biometrics measure directly — is different, and self-report can't reach it. That's why the whole chapter exists.

Heatmap Predictor

Predict-then-reveal. For each stimulus the student taps the regions of an ad in the order they think attention lands (1st, 2nd, 3rd fixation).

Teaches: attention rarely lands where you (or the designer) assume — which is exactly why you measure it instead of guessing.

Biometric Method Matcher

Present a research objective. Student picks the best biometric method (eye tracking, EEG, GSR, facial coding, fMRI, wearables).

Study Designer

Present a marketing research brief. Student selects which combination of biometric + traditional methods to include in the study design.