3 minute read
Biometric devices bring
Biometric devices bring Sales and Marketing Lab into the modern era
The Sales and Marketing Lab at Turku University of Applied Sciences has acquired equipment that measures eye movements, facial expressions and skin conductance. These devices make it possible to improve the quality of sales and marketing research.
Text and photos | Siiri Welling
The small room contains a couple of computers and a few unusual accessories. Sanni KoskimiesChiba, who is Marketing and Administrative Coordinator of the Entrepreneurship and Sales competence area at Turku UAS, asks me to sit down at a computer and look at the screen. Then she attaches small sensors to my fingers.
An advertisement for a clothing brand appears on the screen. It’s followed by another ad. James McAvoy is advertising Prada.
At the same time, the cameras in front of the computer study eye movements and facial expressions. These biometric devices are the latest addition to the Sales and Marketing Lab at Turku UAS.
– For example, these curves show that the advertisements for the clothing label didn't cause very strong reactions, but the tester’s pulse increased slightly while viewing James McAvoy's image, says Pinja Palm with a laugh. She’s a lecturer at Turku UAS and analysed the author's test results.
Getting away from the “seems like” mode
Using iMotions and Tobii software to identify eye movements and facial expressions and measure skin conductance provides objective and accurate research results in various sales and marketing test settings. Sales and marketing research has traditionally been based on things like observations, surveys or interviews, but data like this is more susceptible to the influence of opinion or memory.
Palm can also see where the ad viewer's attention is truly focused on her own analysis screen. This kind of information makes it possible to draw conclusions about the effectiveness or functionality of an ad. Biometrics also tends to analyse website functionality, different interaction and negotiation situations, the efficiency of offers, contracts and terms, or the impacts of other internal and external factors.
– In simple terms, biometric equipment will bring sales and marketing research, teaching and business into the modern era. Biometrics allows us
to get away from the “seems like” mode and make the transition to measured data, says Timo Holopainen, Principal Lecturer in Sales at Turku UAS.
– At this time, research can only be carried out in the Sales and Marketing Lab facilities. The Tobii glasses acquired for the laboratory can be used in, for example, a shop to track eye movements and determine how different products on the shelves attract human attention, says Palm.
Demand for UAS competence
The biometric equipment was purchased for Turku UAS last year. The laboratory has been operating in Turku UAS facilities since 2015. The new equipment represents clear development and expansion of the Sales and Marketing Lab: it now has space for teaching, self-measurement and data analysis.
– We already have one project that utilises the equipment, and more are in the works. In terms of teaching, we’ll be looking for suitable applications in sales and marketing. Of course, we also want to develop business collaboration, says Holopainen.
Similar biometric devices are used at some higher education institutions in Finland and by a few companies that focus on marketing research. However, Holopainen is certain that demand exists for the expanded competence and research offered by Turku UAS.
– The competence and new equipment at Turku UAS enable very close cooperation between laboratory work and field work. We selected the iMotions software because of its versatility, and Tobii is a leading expert in eye movement research, explains Holopainen.
Read more about Sales Lab at saleslab.turkuamk.fi!
