What is Psycho-Biometrics?

Psycho-Biometrics is the science of measuring interactions between the mind and the body. It uses a range of instruments and techniques to collect data and provide a revealing insight into bodily changes that underpin certain behaviours.

What measures can be taken?

David is constantly developing new measures and new techniques for experiments. The way projects are set up depends on the outcomes a client wishes to achieve. For instance, at present David is working on techniques to be able to measure participants' olfactory (smell) responses to certain stimuli. David hopes to use these techniques commercially to help clients develop ways of utilising ‘smell’ effectively in marketing campaigns. Some of the more commonly used procedures are listed below:

Galvanic Skin Response (GSR) – used to measure arousal Electroencephalogram (EEG) – used to measure brain activity Electromyogram (EMG) – used to measure muscle tone Sphygmomanometer – used to take blood pressure Pulse monitor – used to take pulse rate

Lab analysis

As part of David's experimental work he also uses a number of specialist laboratories throughout the UK. They provide analysis and interpretation of samples. Typical samples include:

• Salivary Cortisol – used as a measure of stress

• Urinary Phenylethylamine (PEA) – used as a measure of attachment, attraction and/or social warmth    

Ethical Standards

As you would expect David works to stringent ethical standards. Participants are fully briefed prior to the research; they are given the opportunity to withdraw should they find anything overly stressful or unpleasant during an experiment and are fully debriefed at the end.

All sample collection procedures comply with the relevant scientific standards regarding health and safety and we take advice from David's own ‘in-house’ medical practitioner Dr Alex Navamani MB BS MRCGP DPD where appropriate.

Some typical experimental scenarios 

• Using GSR and Salivary Cortisol measures David can consider how driving affects stress levels.

• Using urinary phenylethylamine measures he can explore whether attraction within social situations can be manipulated 

• Using Cortisol measures David can determine to what extent stress affects participants' performance on particular tasks

• Using EEG & GSR he can measure participants' arousal levels to a range of TV commercials, and determine which specific part(s) of the ads are most interesting.  

What we can do for you

Psycho-Biometrics is a bespoke Bio-psych research service undertaking simple yet insightful and effective experiments. It is an ideal service for companies and organisations which wish to commission psychological/behavioural research but want to do something different from relying on tests, surveys or questionnaires to ‘grab the headlines’.