Galvanic Skin Response (GSR) in Research – Understanding Physiological Reactions
Galvanic Skin Response (GSR), also known as Electrodermal Activity (EDA), is a method used to measure physiological responses to external stimuli by detecting changes in the electrical conductance of the skin. These changes occur due to variations in sweat gland activity, which are closely linked to emotional and cognitive processes. GSR is widely applied in psychology, neuroscience, marketing, and user experience (UX) research.
How Does GSR Work?
GSR works by measuring the electrical conductance of the skin, which changes in response to psychological and physiological arousal. The process consists of the following steps:
- Electrode Placement – Sensors are placed on the fingers or palms, where sweat gland activity is most sensitive.
- Baseline Measurement – An initial reading is taken to establish a neutral state for comparison.
- Exposure to Stimuli – Participants are shown images, videos, or interact with digital interfaces.
- Response Detection – The system records fluctuations in skin conductance, indicating levels of engagement, stress, or emotional reaction.
- Data Analysis – The collected data is analyzed to determine patterns in emotional and physiological responses.
Why Use GSR in Research?
GSR provides valuable insights into subconscious reactions that are difficult to measure through self-reports. Key advantages include:
- Objective measurement – Unlike surveys or interviews, GSR provides physiological data that is not influenced by cognitive biases.
- Real-time response tracking – Allows researchers to observe immediate reactions to stimuli.
- Non-invasive methodology – The technology is easy to apply without disrupting participant behavior.
- Complementary to other methods – GSR is often combined with EEG, eyetracking, and facial expression analysis for a more comprehensive understanding of emotional responses.
Applications of GSR in Research
GSR has diverse applications across multiple research fields:
- Psychological Studies – Understanding stress, anxiety, and emotional regulation.
- Neuromarketing – Evaluating consumer reactions to advertisements and branding elements.
- User Experience (UX) Research – Measuring engagement and frustration levels while interacting with digital interfaces.
- Clinical Research – Assessing autonomic nervous system responses in mental health studies.
iMotions and GSR Analysis
One of the leading platforms for biometric research, iMotions, integrates GSR with other physiological and behavioral metrics to provide deeper insights into human reactions. By combining GSR with eyetracking, EEG, and facial expression analysis, iMotions allows researchers to capture a holistic view of participant experiences. This multi-modal approach enhances the reliability of findings in UX research, advertising effectiveness studies, and psychological assessments.
Conclusion
Galvanic Skin Response (GSR) is a powerful tool for understanding human emotions and engagement levels in various contexts. As an objective and non-invasive measurement method, it is widely used in research fields such as psychology, UX, and neuromarketing. The integration of GSR with advanced platforms like iMotions enables deeper insights into human behavior, making it a valuable asset for researchers and businesses aiming to optimize user experiences and marketing strategies.
