Userlytics Launches Brain-Mapping Platform

US-based usability testing specialist Userlytics has launched what it calls a 'neuro-experience' (NX) testing platform, providing real-time heat maps of the mental pathways that are stimulated as participants interact with web sites, online ads and video content.

Headquartered in San Mateo, California, with a European subsidiary in Madrid, the firm uses webcams, social networks and demographic targeting to help agencies test how end-users are responding to their online and off-line initiatives.

Last August, the firm added a new suite of demographic targeting capabilities to its interactive platform, to help clients pitch their marketing campaigns at relevant audiences.

The NX Testing Platform works through a form of eye tracking which measures not only the direction of the eye scan, but also the light intensity and reflective capacity of the retina. According to the company, research has shown a correlation between which light receptive molecules in the retina increase or decrease their receptivity and reflective capacity, and which neuron pathways of the brain are being most intensely used.

Additionally, Userlytics has developed an algorithm that translates these changes, and converts them into a real-time mental heat map.

CEO Alejandro Rivas-Micoud comments: 'Neuro Experience Testing will have a profound effect on the ability of companies to influence their customers.'

Web site: www.userlytics.com .