Market researchers have long sought people’s assessments of not-yet-released advertisements and products. But when people recall how they felt during a commercial, for instance, they often can’t accurately describe what their reactions were at each moment in the 30-second spot. Now a San Francisco startup called Emsense claims that it has the tools needed to monitor a person’s true reactions during an entire commercial or video game.
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.
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, Lee says.
Photo by Emsense.
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