Psychophysiological Traces: What Are They, What Do They Reveal?
Our choices and reactions often seem like well-thought-out decisions. However, according to medical neuroscientists, the reality is quite different. Research shows that 95% of our behaviors and decisions occur at an unconscious level. This means that most of the time, we do not know why we do what we do. From the brand we choose while shopping in a market to our responses in daily conversations, many things are shaped by unconscious processes. So, in a world where the unconscious is so influential, how can we better understand and analyze our decisions?
At this point, we encounter the concept of “psychophysiological data”. Psychophysiological traces allow us to conduct comprehensive studies on the structuring process of our unconscious decisions; they provide important insights into the underlying mechanisms of our behaviors and decisions. In this context, psychophysiological data investigates the connection between psychological states (such as emotions, stress, etc.) and physical responses. The human mind works as a whole, and the nature of psychophysiological traces expresses the marks of a person’s physical outputs.
What is the Psychophysiological Data Harvesting Technique?
When we experience an emotional event, our bodies provide various explanatory responses to this experience; our eye movements may change, our heart rates may increase, our hands may sweat, or our muscles may tense up. These responses reveal not only momentary emotional changes but also what is happening in our minds. So, how are these changes measured and interpreted? At this point, we encounter the Psychophysiological Data Harvesting technique, which offers a mixed-methods approach that combines qualitative and quantitative methods.
Psychophysiological Data Harvesting, developed for the first time by researchers at Aydın Adnan Menderes University’s Advanced Media Technologies Research Laboratory (AMT-LAB), offers a mixed-methods approach that combines qualitative and quantitative methods. This technique involves the collection of psychophysiological data resulting from individuals’ responses to specific stimuli, supported by field observations (Aydın, Tuncer & Demirel, 2023).
In this context, the autonomic nervous system encompasses the involuntary parts of the body and responds to stimuli through the fight-or-flight mechanism (İcil Tuncer et al., 2023). Thus, individuals automatically respond to various stimuli they encounter thanks to the autonomic nervous system (Aytekin, 2019: 1575). Biometric changes occurring under the sympathetic nervous system in response to visual, auditory, or tactile stimuli represent natural responses that arise beyond individuals’ conscious control (Erdem & Aytekin, 2023). The psychophysiological techniques used convert these responses, which involve movements of the eyes and facial muscles, into outputs through devices and software. The data obtained is processed through existing software and transformed into quantitative and qualitative outputs, supported by surveys and interviews.
On Developing Effective Strategies in Different Fields: An Insightful Approach
At this point, Psychophysiological Data Harvesting analyzes biological data related to the autonomic nervous system, including eye-tracking, electrodermal data analysis (GSR), fMRI, facial action coding systems, electroencephalography (EEG), and heart volume and rhythm (PPG & EKG), among others (İcil Tuncer et al., 2023: 413). As a result, the Psychophysiological Data Harvesting technique derives measurements from the nature of these reactions. Nowadays, these data provide a unique opportunity to develop more effective strategies in fields such as communication, marketing, education, and healthcare. For example, measuring the emotional impact of an advertisement on viewers allows us to design more successful campaigns, thereby creating the potential for more effective communication with the target audience.
In conclusion, understanding decisions and reactions that occur outside of consciousness relies on the evaluation of psychophysiological traces. These traces provide rich data about what is happening in the depths of the human mind. The Psychophysiological Data Harvesting Technique corresponds to a holistic experience harvesting study that reveals the unconscious level. This makes it possible to understand human behavior more deeply today. What else do you think awaits us in a world where our unconscious processes are better understood?
Author: Yaren Demirel
References
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İcil Tuncer, A., Aytekin B. A., Aydın, M. S., Erdem, N., Depboylu, K., Ulusoy, T. A., Üveyik, B., & Kızılhan, T. (2023). Evaluating the relationship between logo andcorporate reputation with psychophysiological data harvesting technique. Business & Management Studies: An International Journal, 11(2), 413-434.
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