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muscles are identified and, depend-
ing on their shape and movement, an
expression is identified. The right side
of the application ( Figure 7.14 ) shows
the stimulus that is being viewed and
the eye movements. In this case the par-
ticipant is watching a TV commercial,
and fixating (as represented by the red
dot) in between the two women. The
bottom of the screen shows the emo-
tion (in this case it is happy) and assigns
a percentage. The line graph depicts the
change in emotion over time. When
analyzing these data, the researcher
can look at any moment in time and
identify the associated emotion(s).
Also, the researcher can view the overall
mood of the experience by seeing the frequency distribution of all the emotions
across the experiment. This might be valuable data when comparing different
products.
Figure 7.15 Example of how ThirdSight products can be used to
deliver tailored messages to consumers based on their mood and other
demographics.
One of the more fascinating applications of this technology is being able to
target messages to consumers based on their mood. Figure 7.15 is an example of
how this technology can be used to capture facial expressions in the real world,
determine the overall mood (positive or negative), as well as demographics such
as age and gender, and then deliver a targeted message on a digital billboard or
other platform.
7.3.3 Seren and Emotiv
Based on an interview with Sven Krause, key account director, Seren ( www.
seren.com/ )
Seren is a customer experience consultancy based in London. Sven Krause
developed a way of measuring a user's emotional engagement and behavior by
combining electroencephalography and eye-tracking data. Seren is applying this
technology to a wide variety of contexts, including branding, gaming, service,
and website design. Researchers at Seren feel this new technology allows them to
gain a more complete picture of the user experience as it measures participants'
unconscious responses to a stimulus.
Seren uses an EEG device developed by Emotiv ( www.emotiv.com ). EEG mea-
sures brain waves, specifically the amount of electrical activity on different parts
of the participant's scalp. Electrical activity is associated with cognitive and emo-
tional states. There is a certain pattern of electrical activity when the participant
is in a more excited state relative to a calm state. Also, specific patterns of electri-
cal activity have been associated with other emotional states, such as frustration,
boredom, and engagement. EEG technology has been used for many years, for
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