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

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.