Partners will create true-to-life fan experience, use NeuroLynQ to measure emotional responses during the game, relay that real-time data to remote researchers

Ipsos, IVP Research Labs, Schlesinger Group and Shimmer Research are partnering to provide live biometric monitoring and analysis of this year’s Super Bowl. They will use Shimmer Research’s NeuroLynQ biometric technology to measure fans’ emotional responses to all the action – catches, kicks, fumbles, touchdowns, and referee calls plus the top-notch ad lineup and half-time performances – and relay that data live for real-time analysis.

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They plan to recruit up to 40 football fans (half supporting each team) at a sports bar in New Jersey on game day to participate in their Super Bowl study. Each participant will be asked to wear a NeuroLynQ sensor on their wrist attached to two finger electrodes to measure their galvanic skin responses (GSR), or changes in sweat gland activity, throughout the game. That will be the only change to the fans’ planned Super Bowl celebration. They will be able to eat and drink as normal.

“We are trying to make this experience reflect real life as closely as possible by recruiting participants who already planned to watch the Super Bowl at that bar. We are just asking them to wear the NeuroLynQ device during the game. They won’t even notice that it is there after a few minutes. But their response to the game and the Super Bowl ads will be available for analysis immediately,” said Geoffrey Gill, President of Shimmer Americas.

“The beauty of this approach is that viewers of the stream will be able to see this Super Bowl audience data in real time without having to be present. From our side, we are most interested in the performance of the commercials and we will be using this data to inform our comprehensive and holistic assessment of Super Bowl advertising success, which will be publicly available by 4 pm ET on Monday,” said Pedr Howard, Senior Vice President, Creative Excellence at Ipsos.

“IVP and Schlesinger are always looking for ways to advance qualitative research and provide richer insights into consumer behavior. This new study will allow biometric research to be conducted in real time during one of the most widely watched sporting events of the year in the United States. It will be fascinating to see how fans’ arousal and attention changes as the game unfolds,” said Bob Granito, President, IVP Research Labs.

The group is making a limited number of spaces available to view the live stream and see the results in real time. Those who are interested should complete the form at https://forms.gle/pYKEwVxAJkeawtXZ8
to request a spot.

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