On Demand | Media Psychophysiology

BIOPAC citations are continually updated—current count is 50,900, search publications here.

0:04

Welcome, everyone, and thank you for joining us. I’m Brenda Answer from BIOPAC, and I’ll be your moderator on today’s webinar: How to Conduct Valid and Valuable Research Shooting Using Media Psychophysiology.

0:19

Today we’re going to discuss the framework for adding psychophysical, psychophysical, … and Physiology to your media research, but before we dive in, I do have some housekeeping that I need to share with you. All attendees are muted, but you can communicate with me or moderator and ask questions onto the speakers. Using the goto Webinar control panel, just find that Questions pane, which many of you have done already. I see other comments coming in and other people saying hello.

0:47

If the webcam is turned on and if it looks small to you, you can use this little gray bar right here to resize it, just click and drag it to the size you would like.

0:58

Webinar is being recorded today, and we’ll send each of you a link to the recording once it’s processed, and finally, there’s a survey at the end of the webinar, we’d love for you to complete that so we can cover your feedback and ideas for future webinars. Now, on to our presenters, I’m excited to introduce our expert panel of speakers today. We have Dr. Paul Bolls and Ashley Churchill. Dr. Bolls conducts research on how the Human Mind processes and is influenced by media content and technologies.

1:28

His research spans communication contexts and channels focusing on brain processes related to cognition and emotion evoked during media exposure. He is an internationally recognized expert on media psychophysiology and the use of biometric physiological measures to study how individuals mentally process and respond to media content. Welcome. Thank you, Brenda. It’s an honor to be here.

1:54

Alright, and Ashley is BIOPAC’s Technical Sales Rep for the mid-west region. Prior to joining BIOPAC Systems, Ashley spent over three years conducting media psychophysiology research under Dr. Boll’s at Texas Tech Center for Communication Research. During this time, she managed multiple academic and applied research studies, presented this work at major conferences, and trained numerous students on collecting valid physiological data. Welcome, Ashley.

2:25

Thanks for your introduction.

2:27

Alright, let’s start with you, Ashley.

2:31

Great, though, before we get started, I’d just like to provide some basic background information: If you’re not familiar with what we do, BIOPAC Systems is a proven leader in research and teaching solutions for physiology. And we’ve been in business for about 35 years, and we’re now, or equipment as values, and 99% of the world’s top 100 universities. Our products have been cited over 39 times out. And just over 5000 of these patients can be found in publications that actually a … to exhibit problem driven community marketing and render that.

3:14

The next slide, Brenda.

3:18

Great.

3:22

Hire for them. So my first introduction to BIOPAC was actually in 20 16 as an undergrad and lab at Texas Tech University. There, I had the opportunity to live with …, to study how people process and respond to different media content.

3:38

I was able to contribute to both academic studies involving topics like Mario, earn their narrative, storytelling, and anti tobacco advertisements down branding, and elevating media content are working in the lab. one of the things I really enjoyed was being able to help us help out with refresher training, and now I’m playing this experience for file to provide research and teaching solution.

4:03

Now I’m just going to pass the presentation over.

4:10

Great. I’m just, I’m just going to pop up this first slide and welcome everybody. I just want to say again, it’s such a privilege and an honor to have the opportunity to present this webinar along with them.

4:25

one of the, one of my great former students, Ashley Churchill who now works for BIOPAC, this is what I would call as an old guy. one of those great all-time career memories just looking for our time together and hopefully an interesting question and that what session at the end of this webinar, so in order for us to do that, let me dive in and let’s get right to it at the risk of dating myself.

4:51

I’ve always like to start talks like this with an image of Tom Cruise, because I am a 19 eighties, that my background includes working as a DJ on the air in the 19 eighties. Kinda stuck in the eighties, so humor me place. But I think this image really captures my attitude towards the future of media. Psychophysical argued is indeed very bright, in fact, one might say, It’s so bright, we gotta were shapes. OK, sorry about that, lousy job there, but point being that this is a very exciting time to be getting into this area of research.

5:30

I first started doing this kind of work just over 25 years ago, right here at the Royal College of Communication, which actually is the birthplace of media psychophysiology. In the late 1980s, someone who many of you are already familiar with doctor Danny Lang. Add one of the world’s first Media Psychophysical algae labs right here in what was then the … School of Communication. And today is the Murrow College of Communication, where I’m so privileged to now be the Associate Dean of research and graduate studies.

6:00

But, yeah, it was really that work that happened in the late 19 eighties and into the nineties, but laid the groundwork for these measures to stick around in media processes and effects research. The use of physiological measures in trying to understand media effects, actually, that dates back to the 1940s. And, of course, some giants and media effects research, like Zoom used physiological measures over the years, but it really wasn’t until researchers embraced what I’m going to cover, right now, as the media stack of physiology paradigm, that physiological measures really stuck around.

6:41

And in order to understand that, I like to contrast previous uses, a physiological measures, with what I call kind of the traditional media effects research paradigm, but really this is the paradigm that physiology, I would say, in past research, prior to the late eighties and nineties, really adopted. Even though physiology has always enabled us to study the activity of the mind, as revealed through the body, in real time, as people are exposed to different kinds of stimuli. Without the usefulness of a solid scientific paradigm, it really was kind of like, the old media effects research, that, in some ways, treated the brain and mind as this black box, that you can’t understand, and penetrate that you can’t measure, That you can’t observe.

7:38

That way, when you really can’t get inside of an understand, at a deeper level, how, and why media effects unfold. And as I illustrated on this slide, this traditional approach to media effects, really leaves that significant gap in understanding effects, due to a lack of insight in depth, systematic insight, into brain processes that are actually engaged during media exposure. So first, what’s the answer?

8:07

Well, let’s dig inside that. black box with what I would call paradigmatic media sacrificially logical science the science of the embodied mind understanding the mind as an embodied phenomenon. We’re going to talk about that idea more in depth in just a few minutes, but that’s the answer is obviously systematically in a scientifically valid away break, open that black box. So that really leads to what I would call the media cycle.

8:36

Because he ology paradigm, you know folks like dolphins as Element I respect Tremendously because they were really, truly the pioneers before, any length, they use these measures, and tried to understand media effects with them.

8:52

But But what they want, right?

8:54

Building into their work, was this rigorous, scientific paradigm, but really thinks about the nature of the mind, and how its activity is revealed through the body, as well as the dynamic nature of people interacting with media content and technology. And so this is just a graphic that I use to explain the media psycho physiology paradigm.

9:18

Where it really even begins to reshape how we think about what it means to even use media or be exposed to media, Conceptualize it.

9:27

As you can see, that circular arrow on the diagram, as this dynamic, interactive process, instead of under kind of traditional effects research, looking at it as we were, we you expose people to some kind of content, and then try and observe what goes on Out on the other side. Now, I will readily admit that that’s an oversimplification of media effects research.

9:52

But really, you know, as you begin to embrace a more systematic scientific paradigm for doing this kind of work, it forces you as a researcher to think a lot more carefully about the nature of the phenomenon that you are trying to study with these measures and, and, and how the emphasis is on mental experience. And so, you can see in this diagram of the paradigm that media content exposure is is, is expressed as a dynamic interaction that occurs across time, between the embodied mind and media content and technology. And that experience engages what Rob pottery. And I turned integrating processes in our book on …. that come in the form of cognitive and emotional processes that are actually observable through real concrete variation and nervous system activity detected by sacrificial Article measures like EEG.

10:48

cardiac activity, skin conductance measures, that Ashley’s going to demonstrate for you in just a few minutes. And then, those intervening processes that are embodied in the brain lead to effects. And so, one thing I would say, and again, I, I know this is, this is kind of an oversimplification of what the great media effects researchers have done, But under this paradigm, we are explicitly thinking about how effects are emergent affects emerge. In fact, we use the term emergent media effects to label the response, or the effect it has on individuals. And this paradigm explicitly forces you, as a researcher, to think about how effect emerge and vary according to the ongoing across time intervening embodied. Mental processes that are engaged when people interact with media, content and technology. So that’s just a visual of the overview.

11:48

Now we’re going to dive into a little bit more of the details of sacrifice geology, because really, when I say media cycle physiology, that’s really just putting the word media in front center physiology. Psycho physiology is a science that’s been around for for many decades now.

12:06

And is formally established with its own conferences, its own journals and so forth, and media psycho physiological, just applying that science to the study of media processes and effects. And so the starting place to really start to understand this paradigm had a bit more detailed level is to make sure we’re all kind of on the same page in terms of what we mean by SIPO, physiology, psycho physiological science.

12:30

On this slide, you see the textbook definition taken straight out of the handbook, recycled physiology, sacrificed, geology. It’s the scientific study of social, psychological, and behavioral phenomenon as revealed through physiological principles and events in functional organizations. And that sounds like a textbook definition, right? Well, the bottom line is, again, it’s the science of the embodied mind. That’s probably the simplest definition, if you wanted to exposure to that textbook definition.

13:02

It’s important to note that that psychophysical algae is interdisciplinary and that it’s a natural extension of anatomy, physiology, and psychology in the scientific pursuit of understanding human processes and behavior.

13:15

And one thing that I want to make sure you note, and, in fact, any student that’s worked with me over my career understands that this is a huge soapbox of mine.

13:27

And that is that when you’re doing this science, when you’re using physiological indicators to study mental processes, you’ve got to remember that the complete focus of research is on human experience, human processes and behavior, not physiological activity.

13:46

I’ll often say, this, kind of bluntly, I mean perhaps summit smart outwardly.

13:51

Is that I don’t honestly give a hoot how fast or slow someone’s heartbeats.

13:59

The only reason I care about variation is in heart rate is what it can tell me about the cognitive process of attention, more specifically, cognitive resources, allocated encoding some kind of stimulus that I’m studying in my lab.

14:15

That’s an important point. So, in other words, as I can state of just a few minutes ago, media sacca physiology is nothing, but the application of this rigorous, established science to the study of dynamic interactions between media and the human mind.

14:31

And obviously requires adopting this systematic, rigorous, scientific paradigm in order to do the most valid and practically valuable work.

14:43

So, like, any paradigm, this approach, of course, comes with paradigmatic assumptions, and it’s important to cover just a few of them. If you want to learn about the assumptions in detail, I encourage you to consult a chapter in the handbook of. Second Physiology. That really does a great job covering the history, and the assumptions and the nature of this paradigm. We’re just going to hit on a few during this webinar.

15:06

We’re going to, first of all, hit on the most important one.

15:09

And this is obviously the assumption you absolutely have to buy into, Otherwise, it makes absolutely zero sense to use a physiological indicator, like heart rate, skin conductance facially, and G E G, and so forth, to index mental experiences. And that is the assumption that the mind is an embodied phenomenon. The idea of an embodied brain and mind that cognition occurs as a result of a very real functioning, physical Oregon known as the brain. And that the reason we can use all kinds of different specific physiological indicators is because that in that brain in which the mind is embodied, is connected to the rest of the body, the central and autonomic nervous system, to all the organs, muscles, and blanche. So what that means, and I love this phrasing, that, that, that any land actually inspired, which is, that the activity of the brain echoes through the entire nervous system, as people engage in communication related. Love that idea, and that’s why you can use all kinds of very specific, very specific. Because the logical indicators to index mental activity.

16:21

Such it on three other paradigmatic assumptions, real quick.

16:26

Probably the next, most important paradigmatic assumption is that the work of the brain and its associated physiological activity as people engage in dynamic communication experiences.

16:39

Well that unfolds over time across time. And so, the implication of that current amount of assumption is that when you are trying to draw conclusions about possible media effects, or any kinds of elements of communication related phenomenon, you have got to look at the across time, temporal dynamics in the signals being recorded.

17:04

to truly get an in depth, valid understanding of the psychological experiences that people were having with media Or, for that matter, any kind of stimulus that they encounter in your sensory environment.

17:17

Another assumption, the primary purpose of physiological activity is to support life. That’s the node, the assumption of the day.

17:25

We’re kind of my smart alec … way of saying this one to students is that, obviously, a person’s heart doesn’t beat to tell her researcher like me how much attention they’re paying to. Whatever. I’m testing in my lap.

17:39

Obviously, the heartbeats to keep your laugh.

17:42

Thank goodness, right.

17:44

And so, you have got to remember, as a researcher, that most of the physiological activity, a large majority of that, is ongoing in order to just keep that person alive, not help you record variants in a psychological concepts that you’re trying to study in your experiment. And so what that means, the implications of that, is that there’s a lot of noise that can show up in this signal, that that may sound cool. But all.

18:13

But, but that the activity, that goes into just keeping the person alive, in your lab environment, all that is is mostly Noyce for us because the signal that we care about as media and communication researchers is that very small.

18:33

Part of the signal that’s tied to variation in a mental process that’s being changed by what we’re testing in the lab environment.

18:42

Final assumption. Physiological measures are monstrosity. So that’s one of my favorite fun works to say monstrosity.

18:49

Well, that went down for you.

18:51

What that basically means is that you cannot infer causality between a mental process which varying and variation in a physiological measures, that the that the relationship between mental experiences and physiological activity is correlational. Not causal. That has implications for how you think through analyzing the data. And I need to leave that point there because, I mean, you can almost do an entire session just on thinking through analysis of this kind of data. But I just want to plant that seed, that you’ve got to be careful and analysis because there’s a lot of noise in these relationships are not causal.

19:32

And so, there’s a lot of thought that has to be put into technical aspects of the lab training in the lab. And Ashley is actually going to talk a little bit about that later on in this webinar. So that’s just kind of your very, very quick and high level, shallow introduction to the Paradigm.

19:49

And, again, I want to state that those of you who truly want to get into this area of research, I strongly encourage you to seek out detailed sources that go into this paradigm in a lot more detail. Because I’m going to hit on this a couple of times, because it’s such an important point that it is the adoption of a scientific paradigm.

20:12

Right.

20:13

Will fundamentally determine the validity can value of the research you do with these measures. So speaking of measures, let’s just talk very briefly about common measures and media sacra physiology. And before we can talk about the very specific measures, want to give you just a very brief lesson on measurement science and sacrifice.

20:35

So first of all, I want to say Psychophysical … are far more brilliant than I’ll ever be.

20:41

Sacca Physiologists are the scientists that are at war up their sleeves and get their hands dirty during the detailed work in very hard work of mapping out very specific physiological indicators. And establishing the reliability and validity of those measures. And so here’s just a high level overview of how that science happens in sacrificial.

21:06

So, fundamentally, obviously, as a researcher interested in sacra physiology, you’ve got concepts and what can be called. The psychological domain, like, for instance, some concepts that you see listed on the slide, allocation of Cognitive Resources, emotional valence emotional arousal.

21:22

And then obviously you’re trying to understand how those concepts exist within an embodied mind, which takes you into the physiological domain, looking at heart rate facial muscle activity. Skin conductance, for instance, as well as.

21:37

a whole host of other potential physiological measures. That you’ll see covered in again that handbook of Psychophysical ology that I keep referencing.

21:47

And so the task of validating measures, or what we call psycho physiological indicators. Because again, that relationship between the psychological domain and physiological domain is correlational not causal, they are most appropriately called indicators. The task of establishing physiological indicators is focused on mapping relationships. Very specific relationships that take into account dynamics across time. And spatial dynamics of waveforms in these measures, but they map the relationships between variation in the psychological concepts and variation in specific patterns of nervous system activity. In other words, the ultimate task that these brilliant scientists in Soquel Physiology are engaged in is what obviously could be termed searching for the embodied mind.

22:40

All mental processes exist in very, in physiological activity, as they reflect mental processes that are ongoing. As an individual processes adapts and is influenced by any kind of experience in their environment, which obviously includes media use.

23:00

So some specific measures. These measures can help their highest level be separated and organized according to whether in whether or not they’re indicating nervous system activity in the peripheral nervous system, which involves the organs muscles in plants, versus the central nervous system, which is brain and brain stem. And here you see a list of some common measures that are used in media research media and communication research under each branch of the nervous system. So with peripheral nervous system measures, you’ll see common measures like heart rate, skin conductance, especially MG. Eye tracking is more commonly used, which I think is tremendous because I tracking at incredible value to doing very specific analyzes. Looking at higher rates can conductance facially MG, along with eye tracking data, incredibly insightful, and then you’ve got central nervous system measures like EEG and FMRI, heart rate indexing.

23:58

four In my own work, I use heart rate to index cognitive resources allocated to encoding skin conductance indexes, sympathetic arousal, or the intensity of emotional responses and patiently EMG. I used an index positive and negative emotional response and then look at eye tracking as an indicator of visual perceptual attention.

24:18

Most of my work, I’ll tell you, upfront, most of my work has been done with peripheral nervous system measures, but I see myself moving forward, doing a lot more work with central nervous system measures like EEG and FMRI, because that’s really what I would term the more cutting-edge aspect of media sacrificial, allergy, and neuroscience these days. That’s an important point to note that media soccer physiology is no longer call just media, second physiology. It’s now encompassing media sacrificial Indian neuroscience. So with that, that overview of the paradigm, in a very brief introduction to some measures, we’re going to turn it over, back over to Brenda for your audience poll and angel, take a brief break from, from myself sharing my own thoughts. Brenda, take it over.

25:06

All right, thanks, Paul. And I do have the ball.

25:10

So, if you all wouldn’t mind just responding to that, all, we’d love to hear, hear from you.

25:16

And I know that there’s a lot of novice, you know, people on the call, not as scientists and communication people.

25:25

What can you just go into a little bit about, like a parent, like a basic explanation on what a paradigm is?

25:31

Yeah, sure, Rhonda. Lots of great points. As I’ve jokingly said, when I give these talks, if I had a dollar for every time I say the word paradigm might be a very rich man. So, let’s talk a little bit about the nature of paradigm might take a Canadian view, from, Thomas. Can structure of scientific revolution view of paradigm, in, that paradigm is a framework.

25:56

From which scientists can organize their work. It provides important assumptions about a phenomenon that you don’t have to test, and so that’s a very critical part of the paradigm, is, is, it provides assumptions that scientists don’t actually have to test about a phenomenon. So you can get on with rolling up their sleeves and doing the work, But it also comes with a set of valid methodological tools and approaches to analyzing data collected in the sessions. So, to boil that down, basically a paradigm is a framework that helps scientists do their work by providing a set of assumptions, and a collection of methodological tools for the science.

26:37

OK, awesome, Thank you. And I just, I did close the poll. Thank you all for participating and 26% of people have conducted studies.

26:48

This type of study before 20% are planning to in the future, and about 50% are just learning and enjoying the presentation today. That’s Magic, Shannon.

26:59

Tiny the future, so exciting with with with those figures Wow, that’s great. Onto astley Ashley, you’re up.

27:08

Great, thanks, Brenda.

27:10

I’m going to turn on my webcam really quick.

27:14

So essentially right now I just want to do a very brief overview of what philanthropy function can look like Particularly for those of you who aren’t really familiar with how the work though right now I’m hooked up to a couple of different electron or electro dermal activity and ECG. So right here I hooked up to electro dermal activity on my non dominant.

27:40

And you’d see here I’ve got a wireless transmitter connected to do. And basically how that works is it just sends a signal back to revisit the transmitter and the receiver. ECG courtesy but there we go.

27:58

ECG on my forearm. And now we’re going to be doing facial EMG. I would have bipolar electrodes placed above my eyebrows and the creator, super silly muscle return for indexing and negative, negative dimension of immersion and receiving these measures. The positive dimension of emotion, I’m using both measures that are not at retirement base. So, really quick, I just want to show my screen and show that I’ve been collecting level, Paul.

28:33

Well, Paul has been presenting the cryptically during.

28:41

There you go.

28:43

So, this is for supper acknowledge, miniatures, where I’ve been recording live as earlier. You can see the first channel contains electro dermal activity data, or greater and the second channel, kindergarten data, and the third channel contains raw. Or be interval data, which is the country, just be between our three year April, which can easily be used to be permanent, as well. So, typically during the 100 times the worst subject, you’re usually prep for this kind of research by using basically procedures, such as mile to break them up and alcohol length when necessary.

29:30

But usually, the record your handle, for any sort of electrodes and performing these ridges, which are million base pairs, are opting to actually instructor, and placing their own electrodes from afar, to adhere to social distancing.

29:48

So, really quick, I am going to just show, one of the most important aspects are important component, technical component of working with this kind of research, or being able to look at, you know, take the your computer to record and synchronize it with your life.

30:08

So, really quick, I can answer some event markers.

30:13

Oop!

30:14

There we go.

30:15

So, B, they’re really quick.

30:20

And I went to correlate, methodological respond to develop Paul was talking to the start and the end of his talk.

30:29

I’m actually able to pinpoint that fairly easily.

30:34

And, actually, extract the data that only relevant to you with A brief overview of how this kind of research, or what would it look like on how it looks like Software Wise, participant. If you want a more detailed demonstration or have more advanced the questions, feel free to contact your regional account manager to schedule a demo or check out some of the other webinars that are in detail on some of these different angles.

31:04

Now I’m going to pass the presentation back to your poll. OK, hang on a second, before you go back to Paul: I just have one quick question, because I know we have a webinar. So for what it is, the data acquisition system, and how does the electricity and the body go from the body and that into the waveform here that you’re seeing?

31:24

Yeah. So that’s basically the opposite.

31:28

It essentially helps us, essentially gather, that measure, these changes, changes in the body, and allows us to capture that and view it in software, and pick that good, and actually quantify it. And it’s a bit of a loaded question. But. When I was a communications major and I never did any of the science, hard science stuff, but when I joined by OPEC, the way they explained it to me is, you know, you have electricity running through your body and there’s at different points. You can capture that electricity using our hardware and our software. So, as you, like if you want to know, so you’re always a EDA again, so that on your arm, so that’s a point.

32:19

Where you can collect skin conductance, right? And the electricity from the skin is going through that unit and going into our larger equipment. And then the software is translating it into this waveform here. So, lots of people have seen the waveforms and the hospitals and medical shows right.

32:39

But you who knew that we would use that data for research, seddon communication, or other science research? So that’s basically how it works.

32:46

Your body has electricity, and it pulls the electricity into into the system, so that people like Paul and other researchers can analyze that.

32:55

All right, well we do have other, you know, other webinars on that topic. If you are interested and we can talk more about that later. Paul, and sending it back to you.

33:07

Thanks, ashtray.

33:09

OK, thank you, Ashley and Brenda.

33:12

So, Yeah, yeah, that was a great question.

33:16

about about how, you know, data acquisition system works in India, and picks up electricity from the body. To get you can, as an example, I’ll just say to Ashley, what I’m hoping is that when Ashley was recording skin, can her skin conductance when I was talking before? What I’m hoping is that for that specific measures, which is what you saw was collected from the home, that her sympathetic nervous system activity kicked up. Which actually increases electrical conductance across those two electrodes, as you saw in her home, and then that signal gets transferred back into a data collection system and converted into data that we can actually look at and analyze. So, yeah, that was a great question. Ashley Dugan it you better than sympathetically arousal, I was talking. just say that.

34:09

Oh, so, with that great demonstration of specific measures by Ashley, it’s critical to kind of put a bow on this section of the webinar, so to speak, by hitting on very specific methodological strengths and weaknesses of this approach because, just like any approach to research any kind of meyer, there are definitely both strengths and weaknesses that you’ve got to be aware of, and doing this kind of research. And real correctly, hitting on the methodological strengths. Obviously, these enable you to measure mental processing across time in real time. Because that electricity is, Brenda said, that is generated by the human body as an individual interacts with sensory stimuli in that, in, in, in, in, you know, in their sensory environment. That electrical activity, obviously unfolds across time. And as scientists, we hope that there are elements of electrical activity that reflect mental processing.

35:09

And so, this approach enables you, as a researcher, by picking up that electricity from the body, enables you to index mental processes like attention, emotion, potentially variation in positive and negative attitudes as they unfold across time, in real time, as people are interacting with some kind of stimulus in their environment, Another strength.

35:32

They index mental processes occurring below explicit conscious awareness, And so, you know, this is a great approach. Had great strength two years and compliment, you know, to compliment self report measures and some other measurement approaches that we’ll talk about in a minute. In that skin conductance, facially MG heart rate. This electricity from the body that these measures are picking up. that reflects the operation of processes that occur below conscious, explicit awareness. That a person may not be able to talk about in an in-depth interview or report on a self report questionnaire. And finally, the third strength is that they index mental processes. That individual’s, besides not being conscious of them, but maybe if they are conscious of one, they may not want to actually explicitly report the nature of their processes. This is true and communication, research, and media effects research, where you might be studying responses to particularly sensitive stimuli.

36:34

Um, some, you know, some of the stimuli and the communication experiences that we study in media and communication research are highly sensitive to participants, and they and and in these measures can pick up variation in mental processes evoked by highly sensitive stimuli that a person just may not directly report. Now, this is where I like to make just kind of a brief statement, about an appropriate view on this approach to research. Oftentimes more. So, when I talk to industry groups about this kind of research and academic groups, but a lot of times I hear researchers say, I want to do this research because it can get past people why, on, on questionnaires, I can find out how they really feel.

37:21

I’m going to tell you, I think that’s a completely unproductive, invaluable way to view the relationship between measures that reflect conscious processes and measures that reflect unconscious processes or these processes that people might work.

37:38

Rather, I think as a researcher, you need to roll up your sleeves and say, OK, regardless of whether people lie or not, on a questionnaire, my job as a researcher is to look at the data and and analyze the data that’s in front of me. And these measures index very distinct, although sometimes related processes, and so you really need to view these things.

38:03

Not these measures not as being able to get around social response bias, for instance, and self report questionnaires, but rather as indexing distinct, very interesting, embodied processes that add another layer to insight into experiences that people have with stimuli that you’re testing in an experimental weaknesses.

38:24

Obviously, the first one is that they’re going to be very important concepts, which no reliable physiological indicator exists. When I talk about this approach in groups of students in my discipline, They example concept that all I can throw out is credibility trustworthiness. So, for instance, while these measures could tell you how much attention or how, how positive and negative emotions are being developed by a message promoting a covert 19 vaccine, for instance, give me a timely topic there, so these measures can tell you that attention and emotion evoked by a covert 19 video. But they absolutely cannot tell you whether or not people trust the source of the message. How credible they perceived the message?

39:12

So the bottom line is you’re going to be very important concepts that while every concept has a pattern of embodied mental activity associated with it, no reliable physiological indicator exists yet to index that concept. So you gotta keep in mind what you can measure with these measures, and what you actually cannot measure with these measures.

39:35

The weakness, obviously, it sacrifices a naturalistic environment. All experimental research does, so I’m just gonna kinda end it there. But this one actually takes that to … because you are, as you saw with Ashley, facing electrodes on the palm, oftentimes on the forearms for heart rate. And on the face for facially MG Scout, for a signal like EEG, or for FMRI, you’re actually putting individuals in an FMRI unit, and obviously that is not a natural environment.

40:04

Then finally, in terms of weaknesses, there are going to be some significant conceptual and operational challenges associated with this approach that you’re going to have to be aware of, and those those issues get covered extensively in other sources.

40:19

But please be aware that it’s not, it’s not necessarily a simple area of research to get into, although the barriers have come down, which we’ll talk about in a minute.

40:32

So, with all that being said, how should a researcher think about how to conduct the most valid media sacrifice geology?

40:41

The first point is, you’ve obviously got to respect the complexity of the phenomenon. you’re studying in this research, the brain and mind on media.

40:51

Brain and mind is arguably the most complex phenomenon in existence in itself.

40:58

And then, when you start trying to draw conclusions about how people are experiencing highly complex media, related experiences, that vary across time, that vary across technologies, that have all kinds of different content elements in them And interact with values and culture and attitudes that people bring to bear on the experience. I always tell my students that you have to remember that people are not blank slates when they interact in some communication phenomenon or with media content and technology. There’s a whole lot that they bring to the experience. And there’s a whole lot, as you can see from this diagram, that’s going on in the mind when people are engaged with media. There’s all kinds of processes. I’m not going to talk through this through this diagram.

41:42

This is from a chapter that I had the pleasure of riding several years ago, and it was meant to depict all the things going on that could influence how an individual’s mind takes in processes in response to media content, and technology. And you can see there’s a whole lot, from bottom-up to top-down processes, less conscious, more conscious event memory processes going on. You’ve got motivational activation, emotional motivational processes, going on. And not to mentioned, conscious, phenomenological experience emerging from the communication episode And all that occurring within a context of the environment and in different kinds of things. So there’s the first takeaway is if you want to do valued and valuable research under this approach first. And foremost, respect the complexity of the phenomenon. And that actually needs to the second point, about doing the best media, separate physiology research. And that is in my own work.

42:38

I like to take what I call a holistic scientific paradigm or a holistic approach where I used multiple measures, multiple methodologies that. I remember that the most valid and valuable sacrificial, geological science emerges from a holistic approach using multiple tools for insight into audience interactions with content and technology.

43:00

And that means you’ve got to think through remembering that psycho physiological measure, self report measures, behavioral measures, all measure a distinct piece, an important piece of experiences that humans have in their environment. And you’ve got to remember that physiological measures are obviously best equipped to, right now, measure embodied variation in attention and emotion.

43:23

And then you’ve got to come at other parts of the experience with self report measures and potentially behavioral data. In fact, psychology, very discipline in charge of explaining human nature, has said that the data of human experience exists in three channels, Brain Response, which is physiological measures, of the things that we’ve been talking about, specifically in this webinar. But also language, which increases, Which, which means that under this approach, surveys and in-depth qualitative interviews are also critically important to providing insight. Behavioral response, behavioral intentions, decision making.

43:59

If you want to capture the experience of interacting with media content and technology, for that matter, any human experience, you ought to be thinking through, and possibly measuring data in all three of these channels.

44:14

So with that discussion of measurement, I think it’s useful to talk about technological advancement in media.

44:20

Physiology and just say a brief word about that because I’ll tell you. one of the biggest reasons I think the future is so bright for media. Psychophysical ology is because of technological advancement in this area.

44:34

And so to make that point, I’d like to illustrate where we started.

44:38

What you see on this slide is pictures of equipment. That’s not too far off from the equipment I worked with, as a beginning masters student here in the middle college at Washington State University, in …, where we have the club club. There’s huge bio amplifiers. The whole lab system was in this big, huge, wooden stereo cabinet, where you had to worry about all kinds of *****, and plugins, and switches to flip. And the software was actually das base, and in. And obviously, that lab was locked down at that time. We were in a very small janitor’s closet, like, when we actually had a shower curtain that, we pull back and forth to separate researcher from research participant.

45:24

In that way, every time the elevator across the floor where the lab words, it would throw off so much electrical and interference. That when I was staring at the monitor and looking at the waveforms that see these big waves show up in the signal because of the electrical interference that are showing up in the measures that we’re trying to get into.

45:43

Fast-forward today. And I’ll tell you, we have come a long way, baby. From from those days, technology is first and foremost, a lot smaller and portable, and movable. Its advanced to the point of being wireless.

45:59

Here, you see pictures of bio technology were to measure. Just to measure skin conductance and heart rate. We have that huge stereo equipment. Now it’s in just snap a Bell lab modules that you just connect together and collect the signal wirelessly over transmitters that you strap to a participant.

46:20

And so the technology has, as evolved software for collecting the data has gotten a lot more user friendly with a lot more automated analysis routines in it. And so that’s a huge advancement in technology.

46:34

However, I would be doing an extreme disservice here, if I didn’t in this discussion of technology, with a huge cautionary flag, So pay attention to this sign caution, technology development is wonderful.

46:54

It significantly reduces the barriers to entry into getting into doing this kind of research, ever.

47:01

The danger of technology, I believe, is best summed up in this quote, from a chapter that I had the pleasure of authoring was really a Weber Anti land, and Rob Potter on media sacrificial ology in neuroscience. And I’ll just read that quote to you.

47:16

The availability of resources and technological development has made it easier for interested researchers to conduct experiments using physiological measures. Researchers must be vigilant to avoid over simplifying the process and inadvertently sacrificing the validity of experiments they conduct.

47:37

And so, the cautionary tale that I’d like to give me, that I see, potentially out there on the horizon, is that the technology can be come so, user friendly, that potentially would get sloppy.

47:52

And and we don’t, we get lazy in learning about the technical details of doing this kind of work. and how to think about it from a systematic, scientific paradigm.

48:03

Honestly, I think adopting the media sacrificial allergy paradigm has tremendous value, because it can actually help you as a researcher.

48:11

Avoid this mistake of oversimplifying this kind of work in this kind of data and sacrificing the validity of your experiments. That’s my little cautionary tale about technology. Technology is incredible, It’s amazing. The development that I see going on, on the industry side of things, I’ve actually had the pleasure last several years of doing some industry consulting in this in this work. The advancement of I see on the industry side is, is just amazing to me. And I think, you know, it’s going to be extremely exciting to see the technology that emergence in the future that enables all kinds of research protocols that weren’t previously doable under older technology. And so I think that’s exciting, but you gotta be careful and not oversimplify.

49:01

So now let’s head through just kinda talking through some examples of media soccer physiology, research from my own work, and just going to very, very quickly do a high level overview of a couple of projects that I have myself over.

49:15

First project that I want to talk to you about, this is a kind of a fairly recent extension of my own personal research agenda, where I think media soccer physiology can be a very valuable paradigm for specifically studying what I call brains on entertainment, how people interact with are influenced and perceive entertainment, content and technologists. And, a very specific study that we did under that approach, actually looked at a unique form of entertainment. And that is the experience of what has been termed by other great scholars, including Megan Sanders, who’s on this webinar, along with Meredith Oliver and our rainy and some incredible folks looking at meaningful media content and the experience of elevation with that content.

50:02

So, just a very quick background to the study we were interested in, in trying to examine the embodied nature of elevation elevation has been identified as this unique effective response to media content. And it’s interesting and important, because, as a field, media effects, I started to look more at positive effects. And high elevation seems to be an experience that leads to positive media effects, including an increase in prosocial motivations.

50:29

And so, our job, our objective, was to provide some insight into how elevation that unique affective experience exists as a unique pattern of embodied, cognitive, and emotional processes. And I think this approach has incredible value to provide insight into that. So here’s our research question. We just simply asked, how does elevation listed by meaningful media content kind of content that shows inspiring stories about individuals’ overcoming obstacles, or what’s what’s very positive and inspiring about human existence and our planet, that kind of content, if you will? We were interested in measuring cognitive resource allocation through heart rate and emotional valence through facial EMG. Previous research has indicated that our ration my big, this co-operative, mixed positive, negative emotional response.

51:19

And media soccer physiology is particularly well equipped to provide insight into these mixed, positive and negative emotional responses. There’s a quick look at our experimental design. We had two levels of elevation. We had our stimulus videos that we pre tested to get and manipulation of elevation on, again, as dependent variables with physiological indicators. But, in taking that holistic approach, we layered and self report measures of self report measures of elevation, self report measure, prosocial motivations, indicators of social media, liking, and sharing, as well as, self reported, emotional valence in terms of pleasantness and unpleasantness. At 54, in our sample for this study, they were prepped. We expose them to the videos, and collected self report measures after each video, in terms of analyzing the data. In this kind of data, I’ll just kinda quickly save that.

52:13

What you’re most interested in in analyzing this kind of data, is what are called across time interactions. Remember, I said, a strength of this approach is examining responses across time. Well, the data analysis looks at that in terms of how activity varies in these measures across time, in this case, to these videos.

52:31

So, let’s take a look at very quick look at results. Array. We got a significant manipulation of the nation in our self report measures, high elevation videos were indeed higher, experienced, evoke higher levels of elevation. The low elevation, in terms of skin conductance, we were primarily using that as a physiological indicator to check that we didn’t have a significant arousal difference between high and low elevation videos. And statistically, we did not. There was no significant effect of elevation on skin conductance data indicating no significant difference in sympathetic arousal evoked by these mediums. So what did we find?

53:10

Here’s heart rate, or physiological indicator of cognitive resources allocated to encoding. The bottom line is this illustrates the importance of looking at the data across time is that it seems that the significant elevation by time interaction is driven by the fact that for high elevation videos, which is that blue line on the video initially captures attention. As illustrated by cardiac deceleration because slow heart rate indicates an increase in attention. But then partway through, you start to get the strongest Salvatore patterns and heart rate throughout the video indicating that people might be switching cognitive resources back and forth between encoding and maybe, and internal mental processes like storage and retrieval.

53:55

Now let’s look at the mixed emotional responses in facially MGH indexing positive and negative emotional responses.

54:02

The bottom line is, this pattern results, back to previous research, suggesting that that elevation exists as a collective state, where for high elevation videos, you see more mixture in the muscle regions measuring positive and negative emotion. As you can look in that bottom graph, particularly towards the end of the video, is where you start to see more of a mixed, positive and negative emotional response reported by facially MG.

54:32

Quick look at our self report indicators, because they kind of flesh out the picture of this experience. we did, like other research show, significant positive effect of elevation on prosocial motivations, high, elevating videos result in more prosocial motivations. And then, interestingly, we found an effect on a kinship potential behavioral effect on social media liking and sharing with high elevation videos, being more likely to be, like, and shared, then low elevation videos. So, the overall conclusion here was that we did provide at least what I would call some early initial insight into elevation as a unique embodied affective response. That high elevation tends to possibly create spreading positive effects through and the increased probability of liking, and sharing on social media, that these videos might be more likely to go viral and spread the positive effect.

55:25

But obviously, like a lot of other studies, this opens a lot of pathways for a lot of future research, specifically looking at the reflected or the switching nature of media evoked embodied elevation of choosing out those dynamics a lot further. So, right now, I’m going to take a brief break from presenting and give you a break before I present the second case study and that Brenda Ryan audience poll.

55:50

Hey, Paul, thanks so much. Yeah. I’m going to launch a quick, all. What is your current lab situation. And I just want to address a couple of questions that came in.

55:59

… asks about their fees for Does. I know there’s no fees. You can just go to our website and fill out a form, and a representative will contact you to give you a demo also. Tanya asked about, how do we deal with artifacts of participants move during the measuring? And we have filters in the software that will help you deal with artifacts.

56:22

And then there’s also other webinars on data collection techniques to try to prevents the artifacts from coming in. So we have a great support team that can also help you with that as well.

56:35

And now sometimes this can be a lot of information too process.

56:41

So if you do need help with that, our support team will, well, we’ll certainly be there for you. OK, well, 50% of people are Student Research service, and about a quarter of the professors have a lab and afford or don’t have a lab. So thank you all for participating, I’m gonna go ahead and close the poll and back to you Paul?

57:03

Great. Thank you, Brenda.

57:05

So to wrap up our presentation projects, I thought I’d give you a quick glimpse at an applied MediaTek physiology project.

57:14

As I mentioned, one of the recent developments in my career has been doing some industry consulting. And that is yet another reason for me to perceive the future is very bright for this area is that there is a huge industry interest in this kind of research. So, very quickly, I thought I’d show you can report, looks like for client project, I can’t go into the details of this client project that. So, in a project that Ashley was also involved in, we ran a test of several videos for an industry client. And I’m just going to show you the report very quickly on one of those videos. So you can see kind of the advice and insight that an industry client might get from this kind of research. So this is one of the, one of the videos that were tested in this project, and when I report out to a client, I wanted to first give them an overall summary of physiological response to Nvidia.

58:07

And one thing that I want to say that was really particularly great about this industry project, is, this is an industry partner that truly want to take a holistic approach. And, in addition to the physiological data, we we first participants into the facility, show them the videos, collected physiological data, and some plant self report data. And then, afterwards, they went to a separate room, and in participated in a qualitative, in-depth interview, that added some very rich insights to cognitive and emotional processes evoked by these videos. So here, you can see just a quick report out across time of the responses to this video, where we indexed positive emotion, negative emotion, efficiently MG. We had them attention through Variation, Heart Rate, and arousal through skin Conductance.

58:54

And so, with this kind of research, one of the very unique, analytical strengths of this approach is that, in addition to, say, showing a client, cognitive and emotional processing across an entire video, you can actually go into a video and look at responses to very specific scenes in the video. And that’s what I like to give. Clients value with, in particular, is going in and highlighting very specific responses across time that show, where scenes and in video might be evoking particularly resonant responses in their target audience. So, here’s an example of one of those scenes. There was a carrot, there were two characters, interacting with each other, by a food truck in this video, and I highlighted that as a response that seem to evoke a response and negative emotion, and, and, and a slight increase, positive emotion, as well as a slight increase in retention.

59:52

There’s another scene that I called out for the client, again, showing some significant variation in emotion and attention across the video.

1:00:01

And then towards the end, there was yet, again, a big response, that one column for the client, in terms of how people were potentially going to respond to this tested video.

1:00:12

Here’s a quick overview of the plot self report data. Reported out where we wanted to get how people felt towards the video, as well as, potentially how the video was, shifting attitudes towards the client. And ultimately testing where people could actually recall from these videos across time.

1:00:29

Then, kind of a summer gave the client for each video a summary and analysis of memory and overall responses in terms of the qualitative data as people look at these videos. And so, that’s just, again, just very, very quick glimpse at at when someone like myself, oftentimes clients about testing materials using this media sacco physiology approach.

1:00:56

So, we’re going to shift gears a little bit. I’m going to give you just very quickly pause quick tips for strategies for success, if you’re thinking about getting into this kind of research, and starting a lab yourself.

1:01:10

And here you see for quick tips that I’m going to cover. First of all, obviously, I’m going to recommend that you have a very clear research agenda for the way, that is critically important, in terms of selecting specific measures and technologies for your lab that you’re going to have.

1:01:26

The handbook of physiology covers a whole heck of a lot of different, specific physiological indicators. But you need to have a very specific reason for every single physiological measure you’re going to have in your lab, in terms of how it advances your research agenda by indexing very important variables in your research program. So go into this, with a clear idea of the kind of research you want to do, the kind of questions you’re going to be asking, and ultimately, the impact you like, your work tasks. Also, tip hashtag two, in today’s environment, you have to real estate, really think, how the heck are you gonna find out? So you need to start thinking from a lab manager perspective, how you’re going to financially support the lab, and not just how you’re going to, initially, by the lab, but on an ongoing basis. And you’re going to buy the consumable supplies little required for these kinds of gaps.

1:02:22

And so, particularly for those of you who are thinking about academic worse, I encourage you early on to have conversations with your department chair. Your D, about starting these kinds of labs and universities about where funding for lab like this could come from. And then, ongoing basis. Develop policies and procedures, and strategies and tactics for funding the work in your lab that is so important. Tip hashtag three, you develop a good workflow and publicity plan for that. You know, that’s another recent advancement. Recent change in our discipline is we have to think a lot more about outreach these days. And how we’re going to engage in, for instance, public relations with a laugh, because all of that can tease out into impacting how you recruit students into a lab, and even obviously concretely how you’re going to get funding for that. And, then, also, ultimately, at the end of the day. I can’t.

1:03:21

I can’t emphasize this enough. You’ve got to remember the value of interdisciplinary teams. … itself is an interdisciplinary science. And I think the most cutting-edge and viable and successfully funded labs these days are going to consist of interdisciplinary teams, interdisciplinary, interdisciplinary research, and outreach where you’re engaging with partners, not just within, say, your organization or university, but externally with potentially industry partners, with, with federal agencies. In the US. I like to think internationally, and in fact, one of my goals is to establish an inter national network of media soccer physiology. So those are some kind of high level tips. And I really want to kind of, in my part of this webinar with a, with, a very encouraging note about how, again, the future is so bright, familiar researchers in this area.

1:04:20

It’s an exciting time to be in this area. On the potential to do cutting-edge, impactful, communication, science using this approach has never been greater. And so I’m just so excited to see the future. I’m obviously feel so privileged to have been working in this area for just over 25 years now. And and just can’t wait to see what comes around the bend hopefully involving some of you who are on this webinar. So, with that, I’m actually just going to turn it over real quick to Ashley, or some Indian comments about lab operations.

1:05:03

All right, Ashley, you might be muted.

1:05:08

Thank you, Brenda, for this thing here. I know we’re short on time, so I’m going to try to keep this clinging to the point that one of my favorite aspects about media second physiology is that, as a research approach, there’s really a lot of different exciting contracts and direction that you can apply that to. Your research contracts. absolutely. Into warm, or you select your facilities and Europe. But there’s enough flexibility nowadays, with modern physiology reporting equipment to really enable research and naturalistic environment. For example, you can arouse their molecular activity at home. Or even cardiac activity at a movie theater to index the disease related to retention or even refuse and eye tracking glasses to measure, does your attention as thunder.

1:06:01

Labs that have to be really simple, and it’s as simple as having a subject watch, videos on a computer and a spare conference room or impulse case. And if anything, the janitor’s Closet. Or if you get a detailed uncomplicated as reporting, didn’t go through multiple subject simultaneously, you’re watching the 2020 presidential debates and their enlarge dial to continuously rating and respond to manually, and also in that continuum.

1:06:30

So aside from any physiology recorded, having stimulus presentation software such as E prime or super lab available to present the stimuli and automatically log events. And your software is extremely helpful, because you absolutely have to synchronize your article, whatever stimuli that you’re presenting to your subjects.

1:06:56

So really good focusing briefly on different kinds of application equipment available. There are, obviously, general visionary options that allow for measuring signal from the subjects that might be tethered to the system where alternative readers wireless options though you have subjects on the moon. In terms of eye tracking, there are both mobile, mobile and stationary options, for example. We’re addressing glasses on a mobile interviewing and talking bars and the stationary.

1:07:23

Acid is also highly portable solutions are smart center that just work with our wireless equipment to enable you to do your research wherever you are. And lastly, we also offer MRI compatible equipment that can be used together or central and peripheral measures simultaneously.

1:07:44

So, as I come back to the presentation, I mentioned, this really does require training, and can sometimes be challenging for those in the social sciences.

1:07:53

again, mainly just because of some exceptions. Most of us don’t have a technical background in the lifetime, through your engineering principles, Pretty much. Does the research work absolutely draws upon? So, as such, we absolutely recommend finding experience collaborators and formal resources to support you, especially if you’re just starting out. You don’t have an immediate connection to someone with experiences like. You can always search than professional societies like the Society for Psychical Geological Research, as well as certain divisions within a professional associations like the International Education Association, specifically communication science and information system.

1:08:34

More technical, now, want to be support for multiple aspects. I really helped the corner, I have, and Rebecca, was that we were really lucky to have an in-house IT manager. As a centralized libraries were extremely helpful to completion of our studies. And I know a lot of people don’t have that.

1:08:53

Kind of just having finding access to specialized your IT department at a very basic level if you don’t find a technical graduate student you have.

1:09:06

Lastly, bypass does offer free support options, as well as options like the on-site training and patents were from our complex or advanced research challenges. But if you’re having trouble, and we definitely recommend getting in touch with your research render, the page it is absolutely better to ask at the Afghan solve your problems before collecting your data rather than after. So, you went from Elizabeth Resources. Or other content in this presentation. Will be sharing the slides after the webinar. And that’s all I have for you guys, so I’m going to ask the presentation of your friends during a session.

1:09:42

Great, thank you so much Ashley, Really appreciate all of that information and thank you Paul, of course, that was a great presentation. Now I do have a couple of questions for you.

1:09:52

Did you analyze with event markers only when you did your research?

1:09:58

Yes.

1:10:00

So, so in terms of analysis I use red markers that get inserted into the physiological waveforms that telling me when each stimulus starts and when each stimulus ins. And, and when I analyze the data, that enables me to identify a baseline period and then do a change from baseline analysis, by time walking the presentation of the stimulus using these.

1:10:33

OK, thank you. And now a couple of people have asked about how do you deal with psycho physiological research in covert 19 times?

1:10:42

Yes, the million dollar question these days. So so here’s where, hopefully, it will benefit all of you By the fact that I’m actually as Associate Dean of Research on WSU’s Safe Return the Research Committee.

1:10:59

So I can give you a little bit of insight into how this university’s thinking about that issue.

1:11:05

My take away from where I see us headed host coven.

1:11:10

And actually, ideally, maybe, even, we can return to in facility research with these measures.

1:11:18

You know, as curl that begins to become less and less of such a severe pandemic across the globe is that we’re going to have to.

1:11:28

We’re going to have to get a lot more clinical with how we approach these. This kind of research. We’re gonna have to be more mindful than we ever have been wirelessly, the potential for the spread of disease in a lab environment.

1:11:43

So, for instance, I’m having conversations right now with my dean about how we’re going to fund.

1:11:51

You know, the extra extra supplies are going to have to have, related to PPE equipment, potentially gloves and in sanitizers and and wiping down spaces regularly. The extra cleaning, as well as thinking through traffic flow in the lab.

1:12:10

In psychology here at Washington State University, I know that they’re thinking about even moving research to environments off campus that might be better equipped to accommodate social distancing.

1:12:25

Then existing labs spaces. And so those are some things that are being pumped through the industry is thinking through this issue as well.

1:12:33

I read just the other day that Nielsen Noura, one of the large largest global neuro marketing researchers in the world suspended their neuro division.

1:12:44

You know, primarily because of code, however, you’ve got companies like Media Science in Austin, that are going, you know, there are still going forward with research, with their pants, by taking a lot of safety precautions, all the things we’re reading about, masks and so forth.

1:13:04

And so, I think your curve, it, is going to force a change in how we think about lab procedures.

1:13:11

But it also, I think, can fundamentally think, help us shift our thinking in terms of valuable research questions. And, I’ve got several covered grant proposals in the works right now.

1:13:22

So, there’s an opportunity could emerge? Yeah.

1:13:26

I feel kind of gross and ****, calling it an opportunity because tragedy, that’s a hallmark of community. Communication. scientists has to be involved in the, in the, in the most serious and major social issues of the day.

1:13:41

Um, so, I think the best way for all of us to pull together and deal with with the impact if coated on this kind of research is actually to pool our resources.

1:13:52

And now, more than ever to be cliche, but we’re in this together, so to speak and roll up our sleeves and work together and and contact each other.

1:14:05

That’s kind of a roundabout answer. With courage, you don’t know what’s coming next, honestly. I know it’s very confusing.

1:14:15

Confusing times, OK, so let’s move on then thank you for that.

1:14:20

Jackie asks, are there resources for data cleaning and analyzation about media cycle physiology? So, I just wanted to share Jackie, and maybe you have some tips to buy and … dot com slash webinars. We have over 40 webinars that talk about the different major signals and also talk about tips and tricks, and acknowledge acknowledges the name of the software that’s used in the systems, and we go into a lot of detail there. We also have a, couple of, you know, we have a support team. Which I mention, and then I can’t help another person. Sarah Watson asks about industry conferences and publication venues that you might recommend. And before I pass it on to you, I want to let everybody know that.

1:15:02

We have We have an event that we do every couple of years. Of course, it was canceled this year, but it’s called T four.

1:15:11

And you can come meet with us at UCSB, the major University, in our area, and we can do a lot of training with you on site and other people on your situation. So just be on the lookout for that. In the next year. it’s probably next summer we’ll start promoting it, but, Paul, what other conferences and publications do you recommend for media psychopaths?

1:15:33

Yes, sir.

1:15:36

So, from an industry perspective, First of all, I want to say, it’s great that the question is being asked, I think graduate students now, more than ever, actually undergraduate. And graduate students now, more than ever have to be thinking about broadening out their career options. And an exciting development is that this kind of research can be part of a professional career in the industry association. That, I’m going to be having my own, students get more involved in, and pay a lot more attention to, is a Neuro Marketing Science and business association. In an SBA that, I think will conferences is, is later this month virtually in LA.

1:16:16

And so that’s an industry association, I think right now is doing the best job of scientifically thinking through this kind of research. From an industry perspective, they have a set of publications that are tied to that association. The Advertising Research Foundation, and the Journal Journal, Journal of Advertising Research, that journal was actually published, several articles and special sections on using these kinds of measures in applied advertising research.

1:16:47

I think that, that, you know, the list, yeah, I’ve got a huge list, but I don’t want to take a lot of time. I’d, I’d encourage you to reach out to me, because, OK, is the valid extension of this approach in industry settings, is a passion of mine. And so I’m obviously willing to help anybody as much as possible.

1:17:10

Great, OK, now there are a couple of more questions.

1:17:13

So do you recommend combining physiology data, which is self reported data, absolutely.

1:17:20

In fact, I tell my graduate students and my Media shakur physiology seminar never, never, never, never draw conclusions about an experience solely on physiological data.

1:17:34

You really have to take a multi measure approach, this, in fact, from my own perspective.

1:17:40

I see myself generating the most interesting work in my own research agenda by increasingly not only combining these measures with self report data, but combining these measures, self reported data and qualitative interview data altogether to get, again, this holistic view of a phenomenon in an experience that people are having. So bottom line is yes, yes, yes, exclamation point, Brenda.

1:18:10

OK, Greg, and thanks Mary. Mary has been commenting about the presentation and I think they’re going to have to go soon. But Mary’s Doctor for instance, class attending and she said, it was a wonderful, wonderful presentation that you gave, lots and lots of great people on the call coupled to why we only have time for two more questions of, always won’t take too long. How do I combine biometric data with a qualitative qualitative insights.

1:18:39

Yeah, so, so, you know, again, I see that approach specifically being an increasing part of my own research agenda. So, I’ll tell you how I’m going to do it as a researcher.

1:18:53

And so, ah, you know, I keep first of all tell you what I’m definitely not going to do, which I think some researchers have thought about, which is combined the physiological data collection session with a simultaneous probing of qualitative interview questions. And just I think that’s methodologically too much. You’re going to have too many confound into that experience if you try and layer in too many procedures into a single session.

1:19:22

So I’m going to first and foremost treat those data collections as separate distinct sessions, and in a research appointment. And so, more than likely, it’s going to be situation where first, I’m going to collect physiological data. Like I would do, in any other experience that I’ve run my 25 years of experience. And then I’m going to separately on, you know, after disconnecting all the all the equipment and really separating these experiences. I’m going to take participants in a separate space, and do the qualitative Interviews, in-depth program. And one of the great ways you can do that, as Ashley knows, because this is what we did with a follow-up project for a client. And that is, you can actually, in real time, spot, potentially meaningful responses that you, in the physiological data, that you might actually purposely probe in the post session qualitative interview.

1:20:23

So, for instance, when you’re doing data collection with these measures, you can in real time watch variation in skin Conductance. And if you see a huge spike and skin conductance know what the person was seeing at that point in time, for instance, and then probe them about that in a form of qualitative interview. And I think that’s going to be a very, very interesting way to combine these approaches in the future. Right. I could go on and on about that, But, again, we, We could talk all day for you.

1:20:52

Yeah.

1:20:55

Sir, you was asking about using EEG optical imaging. A lot of this technology, Sergey. I think to your question, we’ll probably be better addressed offline. We’ll send out questions and answers document, but have you used any mobile EEG devices or how would you actually you to either one of you can answer that question: What do you know about easy devices for comms and media research? So my response is very quick and simple to surgery, because I know surgery surgery. You, and I need to talk and actually, finally collaborate.

1:21:36

There’s, there’s my quick answer, which obviously should tell you. what am I don’t have a lot?

1:21:44

And Ashlee, any anything that you want to comment on?

1:21:50

There’s a lot of different options for EEG and adding that are on as a norm in media psychophysiology. Personally, like, oh, I have too much experience with the research domain but in terms of working with you guys here at BioPharm and I have and I know there are mobile options as well as the and that there’s a great mobile options as well as more efficient. But if you’re interested not sort of in pursuing ECG or are often feel free to reach out to an account manager, We can set up a demo link to more comprehensively go over these options.

1:22:28

Right, So on our website, we list a couple of systems, one of them is Be Alert as Fire Alessi handles nine channels of high fidelity, …, 32 channels.

1:22:40

OK, so what I wanted to show you real quick, because there’s lots of questions about products and demos as if you go to our website, and if you scroll down, you can get to our local sales form. And you can also reach us with any of these forums here, request a demo or internal requests. But if you want to know, immediately gets here of a salesperson, you can select on the …, minus … professor in California. But years will be whoever your regional representative as now, I just wanted to take a minute to thank you, Paul. And thank you actually, for all of the information that you’ve shared with us. I know that you worked really hard to pull all this together, and it’s a lot of a lot of effort to present for an hour plus here. So thank you so much. Do you have anything else you want to share with the audience? Just just real quick, I just want to emphasize how much of a pleasure was to have … webinar.

1:23:40

Yeah. Obviously, this area is very passionate about it. I’m open to talking with anyone. I love engaging in conversations. I’m going to put a pitch in for my moral college graduate program that. But if you’re interested in pursuing this area of research and let’s have a conversation, you can see my e-mail on the screen. It’s peebles PBL LLS at WSU dot edu. Thank you so much, Brenda.

1:24:09

Alright, and Ashley’s e-mails here if anybody wants to reach out to her.

1:24:13

Alright! Well, again, thank you so much for your time and for your efforts with this. I have a couple comments that I just want to share with the audience. Today’s webinar was recorded, and we’ll e-mail you a link to today’s recording, Most of the slides, and a Q and A document that will follow up with you. So be on the lookout for those e-mails. You can visit … dot com for additional resources that I mentioned also to webinars reaching out to your sales rep. There’s a lot of training information screencast. Some features and analysis tools are step by step instructions.

1:24:46

And then application notes, and, of course, information on webinars and future events. And we look forward to seeing you all in person at some point in the future. This concludes today’s webinar. Thank you all so much. Stay safe. And have a great rest of your day. Bye. Thank you, everybody.