What are biometrics, and how are exhibitors using this technology in their programs?

At its core, the term "biometrics" means detecting and measuring biological information in individuals, such as faces, heartbeats, irises, etc., as a way to track and identify them. Harnessing the power of computer technology, companies are using biometrics to monitor consumers with a host of devices that can read and record their faces, speech, fingerprints, retinas, etc.

With the biometrics industry still in its commercial and marketing infancy, most exhibitors have opted for highly traditional uses, perhaps by integrating fitness trackers (e.g., Fitbit) to record the number of steps attendees walked or the amount of calories consumed during an event. However, some cutting-edge companies have used products such as Intelligent Video to read attendees' emotional states and then project appropriate text-based responses to their emotions onto an in-booth screen. Bottom line: Biometrics are far from commonplace on the trade show floor. But with some serious creativity, the technology can be used as an attention-grabbing wow factor in your next exhibit.