Table 2.
Selected ‘new’ consumer science technologies and an indication of their validity, based on the three criteria. When a criterion applies, a tick mark (✓) is shown.
| Measurement Technology | Criterion Applies | ||
|---|---|---|---|
| Reflection | Awareness | Informed | |
| Neuro/bio-methodology | |||
| neuro science | |||
| EEG | ✓ | ||
| fMRI (MEG) | ✓ | ||
| fNIRS | ✓ | ||
| ANS measurement | |||
| GSR | ✓ | ||
| heart rate | ✓ | ||
| wearable glucose sensor | ✓ | ||
| smart watch | ✓ | ||
| consumer genomics | ✓ | ||
| Psychological | |||
| adaptive surveys | ✓ | ✓ | |
| EMA | ✓ | ||
| (free) sorting | ✓ | ✓ | |
| consumer text analysis | ✓ | ||
| text/web scraping | |||
| online focus group | ✓ | ✓ | ✓ |
| netnography | |||
| voice assistants (a la Siri) | ✓ | ✓ | ✓ |
| context in online surveys | ✓ | ✓ | |
| Behaviour | |||
| screen/mouse movement | |||
| food ingestion/eating behaviour | ✓ | ||
| plate sensing | |||
| buccal sensors | ✓ | ||
| video eating behaviour | ✓ | ||
| food choice | |||
| portion/plate adjustment | ✓ | ✓ | |
| emotion measurement | |||
| facial emotion reading | ✓ | ||
| movement | |||
| tracking navigation | |||
| speed, gait, agitation | |||
| eye-tracking | ✓ | ||
| observation (automatised) | |||
| reaction time | ✓ | ||
| tone of voice | |||