Emotions do not only manifest themselves in our facial expressions. Activation – situations such as how bored or stressed we are, are best measured by skin conductance.
We all know the feeling of a stunning chase in a film or a malfunctioning form on a website can give us heart palpitations, sometimes positive and sometimes negative.
Skin conductance measures how active our mind is second to second sensitively, accurately and without our knowledge.
This helps to understand which proportion of a television program captivates a viewer and which does not.
Most importantly, when the subject is in a state of optimal activation they understand and process your advertising message much better than if they are bored or over-activated.