The present invention relates to biologically and behaviorally based methods of measuring audience response to a short stimulus. The invention may comprises the following steps: providing a biometric sensor device operable to measure a first biometric parameter and a second biometric parameter; providing each participant an eye tracking device; exposing each participant of the audience to a presentation which includes a first series of standardized stimuli, at least one target stimulus, and a second series of standardized stimuli and wherein each participant is exposed to a null exposure following exposure to each stimulus; re-exposing each participant to the at least one target stimulus; providing each participant at least one self-report question; calculating a single physiological score for each participant based on the data collected on the at least two biometric parameters; calculating an Emotional Impact Score for the audience using each participant's single physiological score; and calculating an Explicit Emotion Score.
SHORT IMAGERY TASK (SIT) RESEARCH METHOD