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The Utility of Biometrics and Eye Tracking in Applied Media Usability Research Webinar

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Published on Aug 25, 2016

In this presentation, Dr. Duane Varan, CEO of MediaScience, will provide an overview of the various ways in which psychophysiological tools, including eye tracking, can be useful in better understanding media audience behavior. He will provide an overview of the various tools MediaScience incorporates in their studies, including skin conductivity, heart rate, facial coding, response latency testing and eye tracking. MediaScience’s labs house more than 100 eye tracking stations from across 7 different manufacturers. As part of his presentation, Dr. Varan will also explore different contexts where eye tracking is useful and discuss the relative advantages and disadvantages of different approaches.

Presenter: Duane Varan

Dr. Varan is well-published and is the recipient of numerous awards including the Australian Prime Ministers Award for University Teacher of the Year. MediaScience is a leader in lab-based audience research with labs in Austin and Chicago. MediaScience is also facilitator of the ESPN Lab. More information about the company is available at www.MediaScienceLabs.com.

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