Tuesday, February 19, 2008

Emotionally Charged Technology launched in the UK

Measuring emotions ...

"The world’s first technology to measure emotion, Emotion Tool™, launched in the UK on 14 February 2008. User Vision, one of Europe’s leading independent user experience consultancies, will be the first to introduce the technology to the UK market for iMotions, Danish developers of the software.

Based on cognitive psychology and neuroscience research, Emotion Tool™ measures the excitement an image creates for the viewer. Less intrusive than a lie detector, the technology interprets consumer emotional response to adverts and packaging. Standard eye tracking plots a viewer’s gaze as it moves across an image. What it does not do is analyse why the gaze is drawn to specific spots on the page or screen. Emotion Tool™ works together with an advanced eye-tracking monitor. The monitor transfers eye movement information to Emotion Tool™ for visual attention analysis and emotional response measurement, analysing blink rate and pupil dilation. In a split second the technology can tell not only where you are looking but what you are feeling.

Still only three years old, iMotions is one of the fastest growing high-tech companies in the world and has chosen User Vision to introduce Emotion Tool™ to the UK market. User Vision is known as a dynamic company working at the cutting edge of usability, adopting new technologies and developing new techniques for their clients.

Peter Hartzbech, CEO of iMotions explains: “The UK market is very interesting to us and offers huge potential. Eye tracking has reached the level of maturity in the UK where the market is ready to take the next step in eye tracking by measuring the emotional response behind the gaze. We wanted to work with a company who can bring the new technology to market quickly. User Vision has a strong track record of adopting new technologies and is already very active in eye tracking working with a broad range of bluechip brands."    (Continued via Usability News)    [Usability Resources]

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