Emsense-- Track people's emotional responses to advertisements

What Company Is Offering:
The company has developed a sensor-laden headset that tracks brain activity using a single electroencephalography sensor (EEG) at the forehead, and other sensors that monitor breathing rate, head motion, heart rate, blink rate, and skin temperature--all of which can be indicators of whether a person is engaged or excited. In addition, says Hans Lee, chief technology officer at Emsense, his team has built proprietary algorithms that find meaning from the data collected by the sensors.Founded in 2004, the company was originally developed to build an EEG-based video-game controller.Recently, though, the team found that using its technology for market research is more lucrative. And, as the political season ramps up, the company is testing its system internally on campaign ads.

How It Works:

Emsense contacts potential testers in its database of about 5,000 people. These testers go to Emsense testing centers, scattered throughout the country, where they put on the headset and sit down to watch television or play a game. From the headset's data, the company's algorithms deduce a handful of coarse assessments about a tester's experience: when she has positive or negative feelings, whether or not she is concentrating, if she is excited, and, for games, how much she is engaged with it. Emsense then produces charts that qualitatively show these responses throughout the experience.

For instance, in a commercial for a detergent, an advertiser shows a pregnant woman, who is wearing a pink shirt, eating ice cream. A few seconds into the ad, she drops ice cream on her shirt, scoops it up with her spoon, and continues to eat. Toward the end of the commercial, the product is introduced, and the stain removed. According to Emsense's data, women tend to respond negatively to the first part of the ad, apparently growing distressed as the woman drops the ice cream and scoops it up. When the product name is introduced and the stain removed, women's responses turn more positive. Men, however, respond positively when the woman drops ice cream, but they remain neutral throughout the rest of the commercial. This is evidence, that the commercial works well with its intended audience--namely, women.

Their technology allows us to collect moment-by-moment metrics while avoiding the cognitive bias that can interfere with self-reporting and focus groups. Emsense spent about four years collecting data on how viewers reacted to specific events in commercials and games, such as an intense battle scene, or a joke or a sales pitch in an ad. The company used this data to build mathematical models describing how physiological signals change in response to specific events. The technology, he claims, can let a game maker know the point at which people get sucked into a game and the point at which they lose interest. An advertiser can learn if its sales pitch comes at a time when commercial watchers have a positive or a negative feeling about the ad.
More at:http://www.emsense.com/