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iMotions to Track Emotional Response in UK
Danish firm iMotions, whose Emotion Tool measures emotional response to visual stimuli, has partnered with Edinburgh-based user experience consultancy User Vision to launch its software in the UK.
Peter Hartzbech, CEO of iMotions believes that eye tracking has reached the level of maturity where the UK market is ready to 'measure the emotional response behind the gaze'. News of the partnership follows last August's announcement that iMotions had received $2.7m in funding to expand sales worldwide (www.mrweb.com/drno/news7208.htm ).
Combining eye tracking with emotional strength ('arousal'), the Emotion Tool is able to indicate the level of excitement an image creates on a scale from 0-10, with a score of five and higher being defined as effective. It then aggregates the data and creates an instant overview of the eye gaze analysis and emotional response.
User Vision's Strategic Director Emma Kirk comments: 'Emotion Tool builds on our existing eye tracking work and gives us even richer information to help clients and designers make informed decisions about which advert will be most effective. The tool will take the guesswork out of design choices so it is an incredibly valuable resource for us and our clients.'
Launched in 2000, User Vision specialises in usability testing, web accessibility, eye tracking, user needs assessments and usability evaluations across web sites, interactive TV, software, mobile phones and keyboards. The company also tests response to offline advertising, TV commercials, shop layouts and computer games.
Headquartered in Edinburgh, with offices in London, User Vision is online at www.uservision.co.uk , while Copenhagen-based iVision is on the web at www.imotionsglobal.com.
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