MindProber Impact Metric & Galvanic Skin Response

// EMOTIONAL IMPACT SCORE - EIS

MindProber’s impact metric - Emotional Impact Score

MindProber’s impact metric – Emotional Impact Score (EIS) is calculated from the electrodermal activity (EDA) of viewers while they consume content. A typical EDA record to content consists of peaks or galvanic skin responses (GSR) to the content. Viewers who show more and larger GSRs are more engaged by the content.

Independent research and our data show that higher levels of GSR lead to stronger memory encoding.

This is why our metrics add an important value to media products’ editorial and commercial analyses. These unconscious psychophysiological responses mirror the true value of these elements and provide answers to questions such as:

// mindprober

The ultimate metric
for the “Attention Economy”

How it works

Why does audience emotional engagement matter?

There is a movement underway across the media industry which places increased scrutiny around the quality of impressions. Increasingly, brands and agencies are demanding the use of attention and engagement metrics to look beyond reach and frequency and understand the true impact of their content and campaigns giving rise to the so-called ‘Attention Economy’.

Whether it’s the content created, or the media sold, the capacity to objectively demonstrate their ability to deliver an engaged and attentive audience represents a huge opportunity for media owners to thrive in the Attention Economy.

Divert your assets to platforms and media that can deliver the same quality of reach.

// GSR

Galvanic Skin Response

MindProber’s sensors collect the galvanic skin response (GSR) or the skin resistive behavior of the hand palm, a scientifically proven metric of emotional activation.

Besides third-party scientific validation, we have run a comprehensive meta-analysis of the literature and shown that GSR is the single most reliable indicator of emotional arousal. In other words, whether and to what extent people are excited when consuming audio or video content.

The GSR signal consists of two main components, the tonic and phasic component.

Tonic component

The tonic component represents slow background changes of the GSR signal. The measure for this baseline activity is the skin conductance level (SCL). Changes in SCL can correspond to changes in emotional arousal or stress levels. This component varies from person to person and on an individual level over longer time periods.

Phasic component

The phasic component represents the rapid changes of the GSR signal. It corresponds to (1) the stimulus-related skin conductance response (SCR) and (2) the stimulus-independent non-specific skin conductance response (NS-SCR).
SCR is a measure that shows the relation between emotional arousal and specific stimuli, and it is mostly used in research involving psychophysiological changes. NS-SCR can be a spontaneous response occurring independently from emotionally arousing events.

Being a robust measure of emotional engagement that does not rely on eye-gazing, galvanic skin response is positioned to be a scalable attention metric for all media formats and across platforms.

// Galvanic skin response