EmSense Corp., specializing in quantitative neurometrics, has launched the world’s first in-home research panel employing Neuroscience technology. Panelists will wear an unobtrusive EmBand device for measuring positive/negative emotional response and cognitive engagement (simply put, how much attention you’re paying), plus other bio-sensory response metrics to help marketers gauge the effectiveness of television ads.
EmSense works directly with marketers, and also partners with market research leaders including Dynamic Logic, Fifth Dimension, GfK North America, Millward Brown, Nurago, Perception Research Services, Red Dot Square and SymphonyIRI Group.
The company ships the user a kit with an EmBand wireless headset and a wireless receiver for use with his or her PC computer, directing them to a specific web page for set-up. The firm, which has 80 employees, was founded by technologists from Hewlett-Packard and MIT in 2004. It has tested more than 100,000 respondents in 25 countries, reported Venture Beat.
RBR-TVBR observation: The device, if proven effective, will do a lot more than measure how effective an ad is. Aside from measuring likely purchase intent, it may also track where interactive TV ad options are most effective; the effectiveness of new branding and packaging; and the appeal of paid celebrity endorsers.