'Are biometric measures transforming advertising research?' A study on Turkish academics and advertising professionals

Öz

Biometric measurements offer valuable insights into advertising, but how are they perceived by academics and advertising professionals? This study examines the role of biometrics in advertising and explores how this field is understood by these two groups. Employing a hermeneutic qualitative approach, it interprets participants’ perspectives and experiences regarding biometric measures. Data were collected through in-depth interviews with 33 industry professionals and academics specializing in neuromarketing and analyzed through thematic analysis. The findings are organized around four themes. The first examines the advantages and limitations of biometric applications. The second focuses on biometric data in evaluating advertising effectiveness, including its potential for campaigns addressing social good and vulnerable groups. The third discusses ethical dilemmas and proposed legal arrangements. The final theme presents academic contributions, practical challenges, and strategies for overcoming them. Overall, the findings highlight the value of integrated biometric methods, the need for legal regulation, and their potential to generate social benefit.

Anahtar Kelimeler

• Neuromarketing
• biometric measurements
• advertising research
• consumer neuroscience
• ads effectiveness evaluation

'Biyometrik ölçümler reklam araştırmalarını dönüştürüyor mu?' Türk akademisyenler ve reklam profesyonelleri üzerine bir araştırma

Öz

Biyometrik ölçümler reklamcılık açısından değerli içgörüler sunmaktadır; ancak bu yöntemlerin akademisyenler ve reklam profesyonelleri tarafından nasıl algılandığı önemini korumaktadır. Bu çalışma, biyometrinin reklamcılıktaki rolünü ve bu alanın söz konusu iki grup tarafından nasıl değerlendirildiğini incelemektedir. Yorumlayıcı nitel araştırma yaklaşımıyla yürütülen çalışmada, katılımcıların biyometrik ölçümlere ilişkin bakış açıları ve deneyimleri derinlemesine yorumlanmıştır. Veriler, nöropazarlama alanında uzmanlaşmış akademisyenler ve sektör profesyonellerinden oluşan 33 katılımcıyla yapılan derinlemesine görüşmeler yoluyla toplanmış ve tematik analizle çözümlenmiştir. Bulgular dört tema altında sunulmuştur. İlk tema biyometrik uygulamaların avantaj ve sınırlılıklarını, ikinci tema reklam etkinliğinin değerlendirilmesinde biyometrik verilerin rolünü ve sosyal fayda ile hassas gruplara yönelik kampanyalardaki potansiyelini ele almaktadır. Üçüncü tema etik ikilemler ve yasal düzenleme önerilerine odaklanırken, son tema akademik katkılar, uygulamadaki zorluklar ve çözüm stratejilerini tartışmaktadır. Bulgular, biyometrik yöntemlerin bütünleşik kullanımının reklam etkinliğini artırabileceğini, etik sorunların yasal düzenlemelerle denetlenmesi gerektiğini ve bu verilerin toplumsal fayda üretme potansiyelini vurgulamaktadır.

Anahtar Kelimeler

• Nöropazarlama
• biyometrik ölçümler
• reklam araştırmaları
• tüketici nörobilimi
• reklam etkinliği değerlendirmesi

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