How Biometrics Are Changing the Way Brands Design Websites

Tools like eye tracking and bio-sensors are changing focus groups

Behind the seemingly blank gaze of every web user staring at a screen lies a wealth of data. Subtle cues—a change in palm sweat levels, a flicker of facial expression, a fleeting sideways glance—can reveal more about what what people want from a web experience than they themselves can fully articulate.

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This story first appeared in the March 4, 2019, issue of Adweek magazine. Click here to subscribe.