Partners Launch Emotional Engagement Site

UK-based user experience consultancy Foviance has partnered with German eye tracking specialist SensoMotoric Instruments (SMI) to launch a new web site, through which clients can find out if they have engaged with their online customers on an emotional level.

The firms' new 'Emotional Engagement Measurement' (EEM) service combines Foviance's user research methods with data collected through SMI's eye tracker, as well as EEG-based 'brain data' on emotional states collected via a 'neuroheadset'.

In a pilot project with Foviance UK, SMI developed an interface to integrate the Emotiv EPOC neuroheadset with SMI's Experiment Suite 360o eye tracking software and the SMI RED eye tracking device, to analyse home, product and landing pages, as well as banner and e-mail content.

Foviance says that by adding eye tracking to EEM, each emotional reaction can be associated with the focus of visual attention at a specific time - to pinpoint where someone was looking when the brain reacted in a certain way.

The firms are online at www.foviance.com and www.smivision.com , while the new site is at www.emotional-engagement.com .