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GSR is a great tool to help your organization find answers to questions like: We can then overlay data from multiple participants to find out what elements of the fundraising campaign were most and least engaging to the average respondent.
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GALVANIC SKIN RESPONSE MEASUREMENT SOFTWARE
Our software syncs this data with a timestamped stimulus, such as a DRTV ad or recording of interactions with direct mail materials. The devices passes a very small electrical current between electrodes, which calculates conductivity. We attach small electrodes to a respondent’s hand to measure their skin conductivity as they observe a stimulus. We use GSR to understand what elements of fundraising campaigns are emotionally engaging for potential donors, and what elements fall flat. While we aren’t in the business of detecting lies, GSR is a major component of our biometric toolkit here at Moore DM Group’s Neuro-Fundraising Lab.
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In fact, social scientists have studied how the body’s sweat response is linked to emotions since the 1930s. Galvanic Skin Response (GSR) is a measure of skin conductivity, and is perhaps most well-known as an element of the polygraph (lie-detector) test.Įven if you can’t feel yourself sweating, nearly imperceptible changes in skin conductivity can tell scientists a lot about what you’re experiencing. Whenever you experience an emotional reaction to a stimulus, your body responds by producing sweat, which increases your skin’s electrical conductivity (called electrodermal activity).