We had the honor of connecting with professors Dr. Imran Mazid and Robin Spring at The Advertising/Public Relations (Ad/PR) Biometrics Lab at Grand Valley State University (GVSU), to discuss how biometrics can be leveraged to better understand human behavior and ultimately inform marketing and communications strategies. 

Specifically, we asked how biometrics is shaping the advertising and PR industries, and what the future looks like for this emerging technology. Here’s what they had to say: 

Airfoil: Can you tell us about the biometrics lab at Grand Valley State University and the kind of research being conducted there? 

GVSU: The lab brings together scholars, students, and industry professionals to examine digital audience behavior and support strategic decision-making in advertising and public relations. 

The current capabilities of the lab include advanced biometric sensors such as: 

• Eye tracking 
• Eye tracking glasses 
• Facial expression analysis 
• Galvanic skin response (GSR) 
• Heart rate monitoring 
• Remote biometrics data collection capability  
  

The lab’s ongoing research project, “Virtual Influencers for Social Change: A Social Presence Theory Approach to Examine Message Effectiveness on Instagram,” investigates how the appearance of virtual influencers (human-like vs. anime-like) and their messaging strategies (high vs. low social presence) impact user engagement. 

The study uses biometric data to assess participants’ emotional and cognitive responses to advocacy messages. The goal of this research is to offer practical insights for organizations exploring the use of virtual influencers to more effectively engage digital audiences by applying social presence theory to nonprofit communication. 

Airfoil: How do GVSU students use the lab? 

GVSU: AdPR students regularly engage with the lab to conduct experiments and apply research methods in real-world contexts. Our National Student Advertising Competition (NSAC) team uses the lab’s resources to test campaign messages and refine strategies based on data-driven insights. Many brands (including former NSAC clients and sponsors) are eager to better understand Gen Z, a key emerging consumer segment to which our students belong. This creates valuable opportunities to teach students biometric research techniques while developing effective campaigns for real clients in an experiential learning environment. 

Our findings consistently show that Gen Z responds more positively to authentic, socially responsible messaging. These insights help marketers identify relatable personalities and develop campaigns that authentically reflect brand values – resonating with Gen Z and contributing to broader community impact. 

Airfoil: How are biometrics changing the way we understand consumer behavior? 

GVSU: Integrating biometric methods into marketing and communication research helps overcome key limitations of traditional approaches in capturing the full spectrum of consumer response. With up to 95% of decision-making occurring subconsciously (Patel, 2025), conventional tools such as surveys and focus groups—which rely on conscious self-report—offer only a limited perspective. These methods are often affected by social desirability bias, recall inaccuracies, and an inability to access subconscious reactions. 

Biometric and neuromarketing techniques help fill these gaps by offering a clearer view of how people truly feel and think. By tapping into emotional and cognitive responses, these tools support the creation of messages that resonate more deeply, are easier to remember, and are less likely to be misunderstood. This data can be collected through a range of tools, including: 

• Electroencephalogram (EEG): Measures the electrical activity of the brain which can indicate engagement, cognitive workload and motivation or avoidance. Data is collected via electrodes applied to the scalp. 
  
  
• Electrocardiogram (ECG/EKG): Records the electrical signal from your heart through electrodes placed on the chest to record the heart's electrical signals. Heart rate can indicate the excitement, emotion and intensity of a reaction to a stimulus. 
  
  
• Electromyography (EMG): Gathers muscle movement data via sensors that can be examined in relation to a subject's emotions. 
  
  
• Eye Tracking: Eye movements are captured via a small camera much like you may have for an online meeting via Zoom. Eye tracking helps content creators understand what elements are attracting visual attention and what is being ignored. Eye Tracking data can be displayed individually, showing what elements a subject is looking at, for how long and in what order.  Additionally, aggregate data from multiple subjects can be displayed in a heat map to indicate the primary areas of interest. This information is helpful in design, layout and editing decisions. 
  
  
• Facial Expression Analysis or Facial Action Coding (FAC): Facial expressions are recorded using the same camera that captures eye movement. Facial Action Coding is based on the seminal work of Paul Ekman. Dr. Ekman studied facial expressions in 75 countries to understand if facial expressions are universal.  (Spoiler alert: Yes, many are.)  In fact, Discrete Emotion Theory posits that there are a small number of fundamental emotions. Ekman’s painstaking work of tracking activation of 42 facial muscles and their correlating emotion has now been automated. Facial expressions are now easily tracked and can indicate positive and negative emotional reactions to stimuli. Arousal intensity is also recorded. Understanding what emotions are triggered at specific times in a video, for example, can assist with creating and editing content. 
  
  
• Galvanic Skin Response (GSR): Measures non-conscious thermoregulation (body temperature) and skin conductance of sweat. We are looking at “emotional sweating” that indicates a response via the involuntary autonomic nervous system. Small sensors velcroed to the fingers register emotional arousal and intensity to a stimuli, or advertisement. GSR arousal can indicate emotional relevance in specific areas of a video for example. This information can be combined with the facial expression FACS tool to discern whether arousal is positive or negative. This information helps researchers determine the intensity and sentiment of an advertisement and if any changes should be considered. 

The growing reliance on objective, physiological data is challenging traditional models that assume consumers make decisions purely through rational thought. Biometric research reveals just how influential non-conscious processes are in shaping behavior, prompting a more complete, science-backed approach to understanding consumer response. This evolution is pushing marketing and communication toward a more evidence-based, interdisciplinary practice. 

This shift also calls for new skill sets. Practitioners must not only operate biometric technologies but also interpret complex physiological data and understand the neuroscience that informs it, pointing to a growing need for updated training and education for both students and professionals. 

Airfoil: What are some of the most exciting or surprising findings from recent studies using biometrics in public relations and strategic communications? 

GVSU: A 2019 study (Mirriad & SPARK Neuro, 2019) found that when researchers paired brands with content that had a strong emotional scene, it significantly boosted price valuation lift due to the ‘emotional carryover effect’. For example, the research team inserted Jeep Wrangler, Lysol, and a bag of potato chips into different emotional scenes and revealed price valuation lifts ranging from 6 to 27 percent. Such findings have a significant impact on the way we design and plan for brand messaging, as the emotional environment of the content and the associated brand message can subconsciously influence audience behaviors to respond more favorably toward the brand. Therefore, we should focus not only on the ad messages but also on the surrounding emotional environment of the content. 

Additionally, a recent study (Höfling & Alpers, 2023) found that facial expressions correlated strongly with pivotal moments in content, influencing brand attitudes and purchase intent. This suggests that participants’ unconscious facial expressions at critical moments in an ad or video are directly associated with their likelihood to like the brand or remember the ad, even if they could not consciously mention their reactions. 

Another example of this comes from Porter Novelli and Cone (2019), who employed facial expressions, heart rate, and skin conductance to examine the impact of purpose-driven brand messages (Carufel, 2019). They found that purpose-driven narratives evoked higher levels of attention, arousal, and positive emotions compared to messages focused on product features. The research suggests that when brands align their messages with consumers’ values, this deepens trust, which could lead to greater trust toward the brand. In PR, trust works as the glue between brands and their publics. 

Airfoil: How do biometrics correlate with consumer trust? 

GVSU: Trust is a cornerstone of effective brand and consumer relationships in public relations, but it’s not formed solely through logic. Much of what drives trust happens unconsciously, influenced by emotional and psychological cues. That’s where biometric research comes in. By measuring responses such as attention, emotional reaction, cognitive engagement, and stress levels, it offers insight into how and when trust is built—or broken. Feelings such as comfort, joy, and security tend to build trust, while fear, anger, or anxiety often erode it. 

In PR, trust is closely tied to authenticity. As media channels multiply and audiences become more discerning, genuine communication has never been more important. Biometrics can help practitioners create messages that feel authentic, assess how nonverbal cues are perceived, and develop crisis communications that resonate with audience values and expectations. 

These techniques also help detect misalignments between intended messages and audience perceptions of brand values or actions. Tools like EEG can assess whether audiences perceive communication as authentic, while other biometric measures can evaluate the effectiveness of post-crisis messaging in restoring calm and confidence. 

Because each audience has distinct values and emotional triggers, message testing is critical. Biometric tools enable us to uncover insights even when individuals cannot fully articulate their reactions, offering a deeper understanding of what truly resonates. These insights enable brands and institutions to communicate more meaningfully, ultimately strengthening public perception and trust. 

Airfoil: What do the next five years and beyond look like with this emerging space? 

GVSU: Biometric tools and techniques are poised to transform marketing and communication research in the coming decade. Significant advancements in data collection, integration, and analysis will enhance both the accessibility and impact of biometrics. Several key trends are expected to shape this evolution: 

• Seamless and Scalable Data Collection: The future points toward frictionless, real-world applications of biometric research. Innovations such as wearable sensors and calibration-free eye tracking will make data collection more efficient, scalable, and accessible, enabling broader adoption across academic and industry settings. 
  
  
• Multimodal Integration for Holistic Insight: Research will move beyond single-sensor studies toward integrated approaches that combine eye tracking, EEG, GSR, facial expression analysis, heart rate monitoring, and potentially voice analysis. This multimodal strategy offers a more comprehensive understanding of psychological and emotional responses. 
  
  
• AI and Machine Learning for Advanced Analysis: The increasing volume and complexity of biometric data will necessitate the use of AI and machine learning tools for effective analysis. These technologies will enable pattern recognition and predictive modeling, ultimately helping to democratize the use of biometrics in research and practice. 

Over the next five to ten years, biometrics is expected to become a core element of research rather than just a novel tool by offering deeper insights into audience behavior and more impactful communication strategies. 

Interested in exploring how biometric insights can enhance your messaging and strengthen trust with your audience? Connect with us to learn more. 

References: 

Carufel, R. (2019). PR biometrics—how purpose messages evoke greater attention, arousal & emotion. Retrieved from https://www.agilitypr.com/pr-news/public-relations/pr-biometrics-how-purpose-messages-evoke-greater-attention-arousal-emotion/ 

Höfling, T. T. A., & Alpers, G. W. (2023). Automatic facial coding predicts self-report of emotion, advertisement and brand effects elicited by video commercials. Frontiers in Neuroscience, 17, 1125983. 

Mirriad & SPARK Neuro. (2019). Biometric study reveals link between emotions in entertainment content and brand value. PR Newswire. https://www.prnewswire.com/news-releases/biometric-study-reveals-link-between-emotions-in-entertainment-content-and-brand-value-300922705.html 

Patel, F. (2025). Neuromarketing: The science behind consumer decision-making. Retrieved from https://amaboston.org/neuromarketing-the-science-behind-consumer-decision-making/