A sample population including a plurality of members participate in a consumer activity for a participation period to assess consumer reaction to the consumer activity. Surface electromyography signals from a zygomatic muscle and electrodermography signals of each member of the sample population are measured during the participation period. Data is recorded including at least a description of a stimulus experienced by each member during the participation period and a description of the interaction between the member and the stimulus. The recorded data is synchronized with the measurements of electromyography signals and electrodermography signals for each member to allow association of the recorded data with the measurements. The electromyography signals are equated or translated to an appeal value and the electrodermography signals are equated or translated to an impact value for each member. At least one of the appeal and impact values are visually represented, identified with the synchronously recorded stimulus.
Method of measuring consumer reaction while participating in a consumer activity