Research: Measuring Emotion, Passion

At Boston’s Innerscope Research, researchers routinely outfit television watchers in a T-shirt-and-vest combination that measures perspiration, breathing, movement, and heart rate. On top of that, they may also monitor how different viewers’ eyes move as ads and programming roll. The whole process is part of a burgeoning movement to determine whether the active emotional responses of what once were believed to be slack-jawed couch potatoes can help some of the nation’s biggest marketers and media outlets figure out whether commercials have an impact. “The whole issue of whether this is research that marketers and advertisers can use in a prudent and productive way has yet to be determined,’’ said Glenn C. Kelley, an associate professor of marketing at Babson College. “I think it’s still way too early in the process.’’
couch potato
Comedy Central is touting research that shows that some viewers of late-night hosts Jon Stewart and Stephen Colbert believe they are perceived as “cool” because of their viewing habits. Indeed, research from a “multiengagement study” from Harris Interactive Research shows that fans of rival late-night programs describe fans of the Comedy Central shows as “witty” and “more intelligent,” “friendly” and “fun.”
stewart colbert
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