Biometric Research in the ENCODE Project: Uncovering Human Reactions to Political Content
The ENCODE Project has completed the first phase of its biometric research in Poland, shedding light on how individuals emotionally and cognitively respond to political content on social media. This groundbreaking study combines advanced biometric measurements with traditional qualitative insights to provide a deeper understanding of political engagement in the digital age.
A Multi-Layered Research Approach
To capture the full spectrum of human responses, the Polish study employed a comprehensive methodology, including a multi-layered research approach that combined both objective measurements and self-reported insights. Participants first completed a Political Compass Questionnaire to identify their political orientation and ideological leanings. Researchers then used eye-tracking technology to map visual attention and determine which elements of political content captured the most focus. At the same time, facial micro-expression analysis provided real-time detection of subtle emotional reactions, revealing how participants truly felt as they engaged with the material. Finally, in-depth individual interviews offered nuanced, personal perspectives, complementing the biometric data and creating a comprehensive picture of human responses to political messaging.
By combining objective biometric measurements with participants’ self-reported perspectives, researchers created a rich, real-time picture of how political messaging resonates with audiences.
Insights from the Polish Study
A total of 30 participants contributed to the study, providing valuable data on how society interacts with political figures and narratives in the digital sphere. The findings offer an unprecedented look at the intersection of emotion, attention, and political perception online.
What’s Next?
The ENCODE Project is set to expand its research to Austria 🇦🇹, Bulgaria 🇧🇬, and Denmark 🇩🇰. Coordinated by ASM Research Solutions Strategy, the project will replicate the same methodology in each country. This approach will enable both cross-country comparisons and national analyses, offering a broader understanding of how citizens across Europe engage with political content on social media.
The ENCODE Project continues to push the boundaries of political communication research, leveraging biometric and behavioral insights to inform the future of civic engagement.
