EmSense’s new gadget tracks brainwaves as you watch TV

April 18th, 2011 - 5:00 pm ICT by ANI  

London, Apr 18 (ANI): US neuromarketing firm, EmSense, has launched what it describes as the first ever scalable, non-invasive psychological and brainwave measurement technology - made specifically for market research.

The firm is launching the world’s first ‘in-home’ research panel employing the ‘EmBand’ monitoring technology in an attempt to measure emotional responses more accurately to get better reactions to advertising, creative concepts, packaging and shopping.

The ‘EmBand’ can sense your brain waves as you have reactions to watching something and then record the data for researchers, reports the Daily Mail.

The process of measuring your reaction to something is known as ‘quantitative neurometrics’ and it can be carried out as you watch a computer or television screen.

The ‘EmBand’ can also measure how much attention you are paying, or your ‘cognitive engagement’, by measuring brainwave activity, reported technology site Venture Beat. (ANI)

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