I specialise in the use of biometric measures such as eye tracking, brainwave, and facial expression analysis to conduct market and consumer research
Traditional market research relies heavily on survey, focus groups and interview - these methods may not be accurate and reliable as they are prone to exaggeration and are limited to conscious response. I have a strong background in both psychology and marketing, and I believe my expertise in psychophysiology and biometric measures can provide a more accurate and reliable way to conduct market and consumer research by tapping into the physiological or neurological responses of consumers. Currently, I am a Senior Lecturer who is managing the Consumer Research Lab at Curtin University. The lab specialises in the use of psychophysiological or biometric measure to conduct market and consumer research. Specifically, the technologies I specialise in include but not limited to eye tracking, brainwave analysis, facial expression analysis, skin conductance and heart rate monitoring. These technologies, with my know-hows, allow me to objectively and scientifically measure consumer attention, engagement, emotional responses, memory processes, desire to buy, and much more.