Gazepoint Adds Skin and Heart Rate Biometrics to Market Research Portfolio

Gazepoint Research has released a new Gazepoint Biometrics system that supplements its eye-tracking technology with heart rate and galvanic skin response (GSR) biometrics. The system is designed primarily for marketing and research applications, allowing organizations to gauge the audience reaction to different kinds of content.

The Gazepoint Biometrics Hardware Kit takes biometric readings with a two-finger USB module, and also comes with a response dial that allows users to provide their self-reported feedback about their own level of engagement. The system is fully compatible with other Gazepoint products, including its Gazepoint Analysis software and its flagship eye tracking system. The eye tracker can record details like blink rate and pupil diameter, and gives researchers a better sense of the things that draw the audience’s eye in images and video footage.

“Gazepoint Biometrics Hardware makes it easy to acquire data for neuromarketing studies,” said Gazepoint CEO Craig Hennessey.

MarketsandMarkets had previously predicted that the market for eye tracking technology would reach $1.786 billion by 2025, though it later adjusted that to $1.098 billion due to the impact of COVID-19. In the meantime, Apple has filed a patent application for an eye tracking system for VR headsets, while Uniphore enhanced its own video analytics portfolio through the acquisition of Emotion Research Labs.

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April 29, 2021 – by Eric Weiss