This article was 1st published on our sister Site, Digital World Native.
This wearable device developed by a Massachusetts Institute of Technology (MIT) Media Lab spinoff was originally developed to study stress levels in autistic children & for detecting seizures. It’s now being marketed to fine tune product offerings by studying potential consumers’ subconscious reactions.
There’s a wide range of emotions that people experience in response to products & experiences. Shoppers’ reactions to brands can range from excitement to outright boredom & audience members at an event can feel engaged or apathetic.
Denver, Colorado, USA-based startup mPath has taken this promising MIT tech & run with it to offer a service where they can pinpoint the exact moment these subconscious responses are felt by consumers. It’s aim is to bring market research insights to companies & other organizations to help them better serve their customers.
The MOXO sensor is at the heart of mPath’s offering. It’s a wearable device that looks a lot like a bulky smartwatch, & measures & records changes in skin conductance. This reflects small electrical changes across your wrist’s skin which are correlated with “sympathetic nervous system activity & physiological arousal. Spikes in conductance can signal stress & frustration, while dips may indicate disinterest or boredom.”
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