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A headband designed by San Francisco firm EmSense can sense your brainwaves as you have reactions to watching something and then record the data for researchers.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.
For the first time,marketers and market researchers can gain direct access to consumers' Cognitive Engagement and emotional responses to advertising,concepts,packaging and in store and online marketing. This is made possible through the Emsense neuromeasurement devices,the first ever scalable,non-invasive physcological and brainwave measurement technology-made specifically for market research.
It says market research firms want to measure emotional responses more accurately to get better reactions to advertising, creative concepts, packaging and shopping.It has tested more than 100,000 respondents in 25 countries, reported Venture Beat.