Análisis y validación de la respuesta emocional en grupos focales con el sistema NeuroLynQ

  1. Mejías Martínez, Guillermo 1
  2. Cuesta, Ubaldo 1
  3. Carolina Bengochea González 1
  1. 1 Universidad Complutense de Madrid
    info

    Universidad Complutense de Madrid

    Madrid, España

    ROR 02p0gd045

Aldizkaria:
Comunicación & métodos

ISSN: 2659-9538

Argitalpen urtea: 2021

Zenbakien izenburua: Methods for investigating communication

Alea: 3

Zenbakia: 2

Orrialdeak: 99-110

Mota: Artikulua

DOI: 10.35951/V3I2.127 DIALNET GOOGLE SCHOLAR lock_openSarbide irekia editor

Beste argitalpen batzuk: Comunicación & métodos

Laburpena

Technological progress has favored the appearance of accessible equipment that makes it possible to apply neuroscience techniques to the field of communication. Now it is possible to analyze the so-called implicit responses, responses that the subjects emit automatically without being aware of it. This paper aims to validate, through two case studies of focus groups, whether the results of the NeuroLynQ system follow a logic that allows it to be used as a new form of methodology to draw conclusions from the emotional responses of the participants in a focus group. In the methodology section fundamentals and use of this technique is presented. Then, results of emotional response obtained in different time windows of different topics discussed in the focus group is exposed to finish discussing its application in the analysis of results in focus groups.

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