Despite the growth of the global biometric technology market, sport marketing research has often overlooked the rich insights that biometric methods, such as eye-tracking, facial expression analysis, galvanic skin response (GSR), and electroencephalogram (EEG), can offer. These approaches provide insights into consumer reactions at a deeper level, tapping into subconscious and emotional dimensions that traditional methods, like surveys, might overlook. The incorporation of biometrics into sport marketing research allows for a more comprehensive understanding of consumer behaviors, preferences, and engagement levels, particularly in response to an advanced media environment.
Ultimately, this presentation aims to inspire a paradigm shift in sport marketing research, advocating for a more comprehensive, biometrically-driven approach that aligns with the dynamic nature of contemporary sport consumption. This will not only shed light on the untapped potential of biometrics in sport marketing research but also provide actionable insights for both scholars and practitioners to stay ahead in this competitive and rapidly changing field.