With eye tracking, we obtain an understanding of what attracts immediate attention, which elements get ignored, in which order elements are noticed, and how elements compare to others. We perform eye tracking on images, videos, websites, games, software interfaces, 3D environments, and mobile phones to provide deeper insights into visual attention.
With EEG, we obtain insights into how the brain works by detecting the cognitive processes underlying our behavior. From language and visual processing to executive functioning and memory encoding, EEG data tell us a lot about how alert, motivated, or engaged we are or how difficult a task is if interpreted correctly.
Electrodermal activity (EDA)
EDA (also known as Galvanic Skin Response, GSR) measures the electrical activity conducted through sweat glands in the skin. This gives us an indication of the intensity of an emotion experienced.
ECG (also called EKG) is used to provide information about a participant’s psychophysiological status, reflected in their heart rate activity. Collecting this high-quality ECG data includes measuring Heart Rate Variability, which is associated with the level of physiological or psychological stress that an individual is experiencing.
EMG records the movement of our muscles through bursts of electrical activity generated by muscle contractions. We use EMG to not only better understand muscular movements and activity, but also to investigate their association with certain emotions and behavioral outcomes, including through sensitive measurements of facial muscles with facial electromyography.
Facial expression analysis (FEA)
Facial coding is the process of measuring human emotions through facial expressions. With facial expression analysis we test the impact of any content, product or service that is supposed to elicit emotional arousal and facial responses.
Respiratory rate is generally thought of as the number of breaths we take per minute. The variability of breaths over a set time period, and even the number of sighs provide information about our cognitive, emotional, and physiological state.
Virtual reality (VR)
VR devices provide the possibility to experience new worlds with unprecedented fidelity. Immersion in environments that are impractical, dangerous, or even impossible to encounter is carried out with the help of the devices that are no larger than a pair of binoculars.