New Service Combines Eye and Brain Measures

In the UK, MR and usability testing specialist SimpleUsability has introduced an 'Emotion Response Analysis' service, which uses a new form of EEG brainwave monitoring headset combined with eye tracking technology.

Founded in 2001, Leeds-based SimpleUsability uses eye tracking to monitor conscious and subconscious behaviour. The company says that with the addition of the neuroheadset, it will also be able to measure emotions, frustration and excitement, and engagement.

The lightweight wireless EEG EPOC headset, developed by brain technology firm Emotiv Systems, is being integrated with eye tracking to map subconscious and emotional responses to products, services or advertising material.

The firm says traditional EEG units have looked like shower caps containing lots of wires, whereas the new technology is more like a pair of headphones and can enable participants to take part in research projects within just three minutes of fitting.

SimpleUsability plans to use the combined methodologies for simulated setting or in-store research in conjunction with its eye tracking glasses.

'So far we have been using the headset with our eye tracking systems to monitor reactions to film trailers, packaging and web sites but we are looking forward to taking it in-store,' states Director Guy Redwood. 'This will give our clients even greater insight into why people make the decisions they do and enable key decisions for store layouts, packaging designs, fixtures and more.'

Web site: www.simpleusability.com .