Accurate information is the base of market research. However, it is critical to access, but still the success of the market research depends on its authenticity. Think about these two scenarios:
All these inconsistencies can be removed once the biometric is put in place. It can track the information that cannot be challenged because of having authenticity. Their trustworthiness made such data entries eligible for taping behavioral & physical characteristics together with voice recognition. The IT consultants can improve the security of the data, whereas the digital marketers will win the capacity to target consumers with promotional content. So! What actually is the biometrics used for?
Biometrics
Simply say, it is the science of recognising who is really who. Typically, it supports recognition process, detecting face structure, geometric of hands, ridges of fingerprints and the patterns in the iris. Every person possesses a unique personal identification. With the help of this revolutionary image detecting technique, the market researchers can break into the unique identity and its characteristics. It derives a unique way to carry out market research.
Traditional Approach
The tradition of authentication goes with entering password or providing identity proofs, such as passport or driving licence. Suck kind of traditional approach for market research is obsolete today. However, it is not completely faded away. But, the biometric will push it to extinction.
Authentication Revolution
The Biometry is also undergoing revolutionary technological shifts. Previously, concise iris scan was valued to scan authenticity. But today, the iris recognition is shifted to scan from a part to full in order to overcome the problem of capturing off-centered eyes. Such a far location used to display failed recognition message, despite being scanned the genuine iris. This is the major downside of the classical iris-based systems.
The renowned professor of the West Virginia University “Arun Ross” together with Derakhshani has evolved the idea of the exaggerating image processing algorithm. They came with some innovative image processing algorithms, which recognise sclera patterns through eye-scanning. These algorithms identify unique sclera patterns via a hierarchy of instructions to determine uniqueness.
Like sclera, fingerprints are observed minutely to extract features called minutia points-the unique points in the fingerprint ridge where it ends or split into two. With these evolutions, the consumers are more inclined to biometrics in large parts. It is happening because of the shifted personal devices, which have a built-in biometric authentication system. Say about smartphones, around 1.53 billion handsets were supplied with fingerprint sensors in 2018. However, this stock was the lesser of 19% in 2014. According to Counterpoint Technology Market Research 2018, the share of smartphone shipments with facial recognition worldwide is as follows:
| Year | % of Smartphones with Facial Recognition |
| 2017 | 5% |
| 2018 | 23% |
| 2019 | 40% |
| 2020 | 64% |
Consumers Use Biometrics
A report published by the University of Texas states that the highest percentage of the US consumers opts for the biometric authentication to unlock their personal devices. Besides, few respondents log into their back account through this revolutionary way.
In other words, they find biometrics the easiest way to login or enter PIN number or a password for sharing funds or transacting over the internet through smart phones.
Certainly, the marketers and web owners keep the track record of your app experiences. These experiences span through time being spent on a specific website, keywords being searched and other web activities.
The Use of Biometrics In Market Research Process
Upon applying neuroscience to market research process, the digital advertiser and data analyst measures brain response corresponding to an advert or a product/service. It proves valuable because the user cannot show fake gestures while being gone through an unseen & uninformed tracking.
Apart from that, the eye tracking is thoroughly observed in corresponding to ads (as a stimulus). Thereby, heat maps are created, displaying the user’s gaze location (where he was looking at). This is how the advertisers come across which part of the ad was the most sought-after. It determines the points of attraction to keep in mind for the prospective ad campaigns.
Facial code detection highlights facial expressions. While seeing them in correspondence of the reactions, the emotions become easy to trace. By measuring electrical skin conductance on skin, the galvanic skin response can be detected.
Subsequently, the data analyst puts facial coding and galvanic skin response in the same funnel of analysis to filter strong and relaxed emotional reactions in response to the ad.