Gathering Biometric Data

At the writing of this edition, equipment traditionally used in other types of experiments to gather data from participants about how their bodies respond tostimuli is being incorporated in some types of usability testing. Eye-tracking is very popular with companies concerned with where to place advertisements on their web pages. Heart rates, blood oxygen levels, and other measures are interesting to your business partners in advertising or sales.
Tin's equipment is still fairly expensive, and the output is difficult to interpret.
As market and user research continue to evolve, we expect that the prices for equipment will come down and researchers will better understand when and why to collect this biometric data and what is meaningful and useful about it.