GSR (Galvanic Skin Response) –arousal assessment
Table
of contents
- GSR research in marketing – characteristics
- GSR Technology
- Usefulness of GSR research in marketing
- GSR research – what might it look like?
- GSR research – examples
- GSR research – strenghts
- Our Clients
- Why choose our offer?
- GSR research – our resources
- Our standards
- GSR research – our capabilities
- Badania GSR – cennikGSR research – Price list
- FAQ
GSR (Galvanic Skin Response – skin-galvanic reaction)
is a non-invasive technique used to test arousal levels.
GSR is a biometric technique used in neuromarketing. It involves measuring changes in the electrical resistance of the skin using a galvanometer, which varies depending on the degree of skin hydration caused by sweating, regulated by the sympathetic nervous system. These changes are indicative of emotional experiences or spontaneous reactions to specific stimuli.
In marketing research, GSR reflects the level of arousal evoked by specific stimuli or messages. It predicts whether a message will activate the consumer and ultimately encourage them to take action.
The fundamental principle of GSR technology is to monitor changes in the electrical conductivity of the skin. Human skin is naturally electrically conductive, and its conductivity can change in response to various stimuli, such as emotions, stress, arousal, or fatigue.
A typical GSR system consists of two electrodes placed on the user’s skin. One electrode is placed on a finger or hand, while the other is positioned on another part of the body, such as the wrist. The electrodes measure the electrical resistance between them, which is proportional to the skin’s conductivity.
An increase in skin conductivity may indicate heightened activity in the sympathetic nervous system, which is associated with “fight or flight” responses. Conversely, a decrease in skin conductivity may suggest reduced activity of the sympathetic nervous system.
GSR technology is widely used in fields such as psychology, stress research, user research, human-computer interaction, and behavioural therapy. It can measure emotional responses, monitor stress levels, examine reactions to advertisements or multimedia content, and be applied in biofeedback, where users learn to regulate their physiological responses to enhance concentration or reduce stress.
GSR technology works in conjunction with EEG technology for signal amplification and interpretation software.
Mobile GSR research
The responses of the participant are recorded using a small signal amplifier. The amplifier’s design allows data to be stored on an internal memory card or transmitted online to a recording station.
The participant can move freely in any space.
Stationary GSR research
Stationary GSR research is conducted using a larger signal amplifier.
The participant is situated in front of a monitor.
The choice of technology depends on the type of materials the respondent will be viewing.
Traditional declarative techniques used in marketing research do not provide a comprehensive analysis of respondents’ emotions.
GSR technology has been employed in the field of marketing as a research tool that helps better understand consumers’ emotional reactions to various marketing stimuli, such as advertisements, products, packaging, and shopping experiences. Here are some examples of how GSR technology can be useful in marketing::
Advertising and multimedia content research: GSR allows tracking consumers’ emotional reactions to advertisements, promotional videos, and other multimedia content. It can help evaluate ad performance, identify moments that evoke the most emotion from your audience, and understand which elements of your content are most compelling.
Product packaging research: GSR can be used to assess consumers’ emotional responses to different packaging designs. It helps manufacturers and marketers understand which designs evoke positive emotions, attract attention, and influence purchasing decisions.
Assessment of shopping experiences: GSR can be used to examine consumers’ emotions and levels of involvement during various stages of the purchasing process. It helps identify moments that evoke the greatest emotions, as well as assess satisfaction and contentment with the shopping experience.
Product and prototype testing: GSR can be employed to gauge consumer responses to product prototypes or new innovations. It aids in understanding which product features elicit emotions and what the levels of interest and acceptance are.
Consumer preference research: GSR technology can be used to assess consumer preferences for various product options. It helps identify which product features evoke emotions and highlights differences between consumer groups.
Interpersonal communication research: GSR can be used to evaluate body language, communication styles, and interpersonal interactions.
GSR technology should be used in conjunction with other research methods and data analysis to obtain a more comprehensive picture of consumer responses. Interpreting GSR results requires specialized knowledge and experience in the field of consumer emotions and behaviour research.
We report data in the form of:
- timelines,
- emotion charts,
- results for specific areas of interest (e.g., logo),
- statistical summaries.
The course of individual GSR studies depends on the objective and topic. Depending on the research area, we use either stationary or mobile technology.
A GSR study typically includes the following steps and elements:
1. Equipment preparation
To conduct a GSR study, electrodes are placed on the participant's skin. These electrodes can be small patches or sensors that attach to areas such as the fingers or wrists. They are connected to specialized measurement equipment that records the skin's electrical response.
2. Baseline
At the beginning of the study, a so-called "baseline" is often measured. This involves a few minutes during which the participant is asked to relax and breathe calmly to establish the initial level of skin conductivity. During this time, baseline values are recorded, which serve as a reference for later changes.
3. Stimulus presentation
After establishing the baseline level, participants are presented with various stimuli, such as advertisements, images, sounds, or videos. These stimuli are well-defined and constructed to evoke emotions or reactions from the participants.
4. GSR response measurement
During the presentation of the stimuli, the measurement equipment records changes in skin conductivity via the electrodes. Measurements are taken in real-time.
5. Analysis and interpretation
Patterns of changes in skin conductivity can be examined in relation to the stimuli, identifying moments of greater emotional activation and comparing reactions between different research groups.
A study conducted using the GSR technique can have various goals and assumptions.
It can be effectively applied in any type of consumer or social research.
There are many different examples of research where we used GSR technology. Here are a few of them:
- Research on advertising effectiveness. We assessed the effectiveness of advertisements by measuring study participants’ GSR responses while they watched the ads. This helped identify moments in the advertisement that evoked the greatest emotions and attracted attention, as well as evaluate whether the ad was effective in building a positive brand image.
- Research on consumer preferences. We examined respondents’ attitudes toward various products, packaging, and designs. Participants viewed or touched different product options, and the GSR responses helped us understand which features evoke emotions and positively influence product perception.
- Human-computer interaction research. Study participants used various interfaces, applications, and computer games while GSR technology measured their emotional reactions and levels of engagement. This allowed us to assess the usability and effectiveness of the interfaces and identify moments that elicited strong emotions or led to frustration.
- User and user experience research. We evaluated users’ experiences when interacting with products, services, or interfaces. Participants performed various tasks, and GSR technology recorded their emotional reactions and levels of engagement. This helped identify aspects of the experience that triggered emotions and assess usability and user satisfaction.
GSR research offers several advantages that make this technology appealing in a research context. Here are some of the main strengths of GSR studies:
- Direct measurement of emotions and physiological reactions occurs independently of the subjective feelings of study participants. This approach provides objective data on emotional responses that may be difficult to articulate in words.
- High temporal resolution. GSR can record changes in skin conductance in real time. This allows for precise identification of the moments when emotional changes occur, as well as their duration and intensity.
- Inclusion of unconscious or uncontrolled reactions. This technique enables the exploration of hidden emotions and reactions that may influence decisions and behaviours.
- Complementarity with other techniques: GSR can be used in combination with other research methods, such as in-depth interviews, subjective assessment, behavioural evaluation, or neuromarketing techniques like EEG (electroencephalography), eye tracking (ET), face reading (FR) / face tracking (FT) and electromyography (EMG).
- Application across various fields. GSR technology is versatile, opening extensive possibilities for research and practical applications.
To date, we have had the opportunity to work with various institutions and companies interested in obtaining statistics in specific areas. The research conducted was aimed at helping them advance their plans and attract new clients.
Why choose wour offer?
We have been conducting social and marketing research since 1996. Thanks to our high-quality standards, professionalism, and extensive experience, we can boast a high rate of returning clients.
We also regularly attract new satisfied customers who benefit from the research we conduct.
As specialists in this field, we deliver better results for the companies we work with.
We would be happy to answer any questions and suggest the most suitable research option for your specific needs. We also invite you to explore our full range of services.
GSR research – our resources
We have a modern biometric research laboratory, ASM Neuro Lab adapted to the needs of people (including respondents) with disabilities.
We are equipped with world-class hardware and software:
- GSR Mobile – Brain Products LiveAmp (the smallest amplifier in the world) + actiCap flat electrodes (0.63 m) + Sensor/Trigger Extension module,
- GSR Stationary – Brain Products ActiChamp 32 channels (+ 8AUX) + actiCap flat electrodes (0.63m) + Sensor/Trigger Extension module,
- Software – BrainVision Analyzer 2.
The sensitivity of our equipment allows for precise recording of responses to stimuli at the level of scientific and medical research.
Our standards
We conduct telephone interviews according to the highest standards of the research industry. We are audited annually by the Interviewer Quality Control Program and hold a relevant certificate.
We also possess the international ESOMAR certification.
GSR research – our capabilities
We conduct GSR research
at our headquarters as well as
at any location across Poland.
We also offer equipment rental.
Our proprietary methodology allows for precise research in the following areas:
- websites/applications and computer games,
- audiovisual material reception,
- the influence of music/sounds on behaviour,
- purchasing decisions,
- consumer food testing/culinary tests,
- the psychophysical activity of drivers/operators.
GSR research – Price list
The research we conduct using the GSR technique aims to gather knowledge that is helpful in formulating and implementing the objectives of a company or institution. Therefore, the studies are tailored to meet our clients’ needs regarding sample size, scope, and subject matter.
Since pricing depends on specific services, we encourage you to contact us for a detailed estimate. We will be happy to answer your questions and provide a quote for the service you are interested in.
FAQ
GSR stands for Galvanic Skin Response.
Neuromarketing is a biometric technique used in marketing research. It involves measuring the responses of individuals to sensory stimuli. By analysing the results, it is possible to verify the declarative data provided by respondents and gain insights into the emotions that clients express in response to specific messages.
GSR studies are a neuromarketing technique that involves analysing arousal signals from electrodes placed on a finger or wrist.
In a GSR study, electrodes are placed on the participant’s hand to record emotional reactions to presented sensory stimuli. The study can be conducted either in a mobile or stationary setting.
GSR studies are used wherever clients/consumers interact with sensory stimuli.
Typically, GSR studies last from a few to about 15 minutes.
GSR studies provide direct data and serve as a complementary technique for diagnosing and analysing marketing data related to clients’ emotional responses to specific sensory stimuli.
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