Emotionally charged technology launched

The world’s first technology to measure emotion, Emotion Tool™, launches in UK on 14 February 2008. User Vision, one of Europe’s leading independent user experience consultancies, will be the first to introduce the technology to the UK market for iMotions, Danish developers of the software.

Based on cognitive psychology and neuroscience research, Emotion ToolTM measures the excitement an image creates for the viewer. Less intrusive than a lie detector, the technology interprets consumer emotional response to adverts and packaging.

Advertising has to reach the consumer on an emotional level in order to affect behaviour. Strong positive emotions create a strong positive identification with the brand leading to higher conversion rates.

Ninety percent of the decisions we make are determined by an emotional attachment or relation to our surroundings. Emotion ToolTM takes the guess work out of advertising. No longer will adverts be chosen on the basis of personal opinion.

Already sold in the US, Europe, Russia and Mexico, Emotion ToolTM is a disruptive technology that takes the global market for eye tracking to the next level.

Eye tracking has been on the market for many years and is a maturing technology. Eye tracking plots a viewer’s gaze as it moves across an image. What it does not do is analyse why the gaze is drawn to specific spots on the page or screen.

Emotion ToolTM works together with an advanced eye-tracking monitor. The monitor transfers eye movement information to Emotion ToolTM for visual attention analysis and emotional response measurement, analysing blink rate and pupil dilation. In a split second the technology can tell not only where you are looking but what you are feeling.

Still only three years old, iMotions is one of the fastest growing high-tech companies in the world. Multi-award winning it is the youngest company ever to have been nominated Ernst & Young Entrepreneur of the Year twice in a row and in 2006 the iconic technology magazine Red Herring listed the iMotions chief executive as one of its top 25 entrepreneurs under 35.

Normally it takes many years to commercialise a disruptive technology. iMotions has achieved global sales in under two years. It is for this reason that User Vision has been chosen to introduce Emotion ToolTM to the UK market. User Vision is known as a dynamic company working at the cutting edge of usability, adopting new technologies and developing new techniques for their clients.

Peter Hartzbech, CEO of iMotions explains:

The UK market is very interesting to us and offers huge potential. Eye tracking has reached the level of maturity in the UK where the market is ready to take the next step in eye tracking by measuring the emotional response behind the gaze.

We wanted to work with a company who can bring the new technology to market quickly.

User Vision has a strong track record of adopting new technologies and is already very active in eye tracking working with a broad range of bluechip brands.

Emma Kirk, of User Vision comments:

We are delighted to be the first company in the UK to offer this ground breaking technology.

Emotion ToolTM 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 decisions so it is an incredibly valuable resource for us and our clients.

Headquartered in Edinburgh with offices in London, User Vision has pioneered usability and accessibility for many years, working with organisations like the BBC, Nokia and HSBC. Operating internationally in Dubai, Spain, France, Belgium, Luxembourg, Germany, the UK and Ireland, User Vision is a powerful, independent force in usability and accessibility. User Vision is currently the only UK company to offer Emotion ToolTM.

Emotion ToolTM combines highly efficient Eye Tracking with emotional strength (arousal) Emotional strength indicates the level of excitement an image creates on a scale from 0-10. A score of five and higher is defined as affective. A minimum of 10 valid respondents are required to measure emotional strength. Affectivity is the percentage of respondents who react to an image.

Emotion Tool aggregates the data within seconds along with creating a comprehensible instant report of the results, that allows for an immediate overview of the eye gaze analysis and emotional response.

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