MIT Media Lab spinoff company mPath has developed a wristwatch-like wearable that measures changes in skin conductance tied to stress, frustration, disinterest, or boredom. Combined with other data, the device is meant to help companies with “emotyping,” the process of “undersand(ing) customers’ emotional needs or wants” during market research and product development,” according to CEO Elliot Hedman. Their clients range from LEGO to Google to Best Buy. Most recently, they started working with the Boys and Girls Clubs in Denver that could lead to new ways to encourage reading. From MIT News:
This process combines the stress sensors with eye-tracking glasses or GoPro cameras, to identify where a person looked at the exact moment of an emotional spike or dip. Personal interviews are also conducted with all participants, who are shown the data and asked what they think they felt.
This entire process creates a more in-depth, precise emotional profile of consumers than traditional market research, which primarily involves interviews and occasionally video analysis, according to Hedman. “All these things combined together in emototyping tell us a deep story about the participant,” he says.
Emototyping is an especially useful tool when studying children’s experiences, according to Hedman. “It’s hard for kids to describe what they felt,” he says. “The sensors help tell the whole story…”
A study with the New World Symphony found that making songs shorter and performing classical compositions of modern pop music help engage new audiences in classical music. Studying movies such as “The Departed” revealed where some techniques or concepts (such as dark humor) can be implemented in films to keep audiences engaged. At one point, the startup even tracked patrons’ fear throughout parts of a haunted house.
One of mPath’s more unique recent projects was helping a toothpaste company understand people’s experience with brushing their teeth.
The Round Rock Parks and Recreation Department posted images of mysterious large footprints reportedly spotted at parks and trails just north of Austin, Texas. Is this Bigfoot or a marketing stunt? “I’m leaning towards not real at least on the top one,” area Bigfoot researcher Russell Miller told the Houston Chronicle. “Too narrow at the […]
Boring vegetables need better marketing. That’s the gist of a new study from Stanford university psychologists who gave cafeteria vegetables more “indulgent” names to see if students would buy them more often. Healthy labels (“wholesome,” etc) didn’t do well but indulgent labels (“sizzlin’”, “dynamite,” etc.) boosted vegetable sales by 25%. From the BBC: The experiment […]
Want a quick cultural glimpse of the current vibe in SF Bay Area? Take a peek at the contents of this artsy souvenir vending machine my pal Jessica Nguyen spotted at the Oakland Airport. Whoever curated this thing really has their finger on the pulse of the Bay Area. Though, it is a little like playing a game of “Find the precious […]
The Metasploit framework is an open source tool that lets you simulate real attacks against your system. You can get introduced to this essential cyber security software with this Penetration Testing & Ethical Hacking course, available now in the Boing Boing Store.Throughout these 23 lessons, you’ll exploit vulnerabilities, evade antivirus software, and gain unauthorized access […]
A cable subscription is the most straightforward way to watch live TV, and it’s typically the only way to get access to streaming content from cable networks. But you never get to choose which channels you actually want, and having to use all of their separate streaming services is a pain. Ultimately, you’re paying a […]
“Phone, wallet, keys.” Many of us recite these words to ourselves each time we leave home, or the office, or a friend’s house, or anywhere at all. They’re the typical essentials we all carry every single day, and would absolutely hate to lose. If you’re a Samsung Galaxy S8 user, however, you can trim the […]