Sensumco - DOP - Emotional Response Platform

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Sensum’s audience insight system provides ad agencies, market research firms, and broadcastmedia with an innovative way to accurately measure customer response to media.Current market research relies on focus groups’ verbal or written responses to questionsbefore and after viewing media. This qualitative approach relies on cognitive processes wherepost-facto responses are consciously formulated. These responses are prone to self-editing andtest biases that skew or distort the data, including moderator bias where the presence of amoderator or the test environment itself influences responses. Recent research in neurosciencehas suggested that up to 95 percent of our purchase decision making actually takes place inthe subconscious mind. Strong brands, e.g., excite parts of the brain associated with pleasureand reward and trigger physiological reactions. As physiological responses are involuntary,instantaneous, and may be measured quantitatively, they provide a better measure of the levelof engagement and emotional response to stimuli while avoiding conscious cognition testbiases. To date, no existing cost-effective solution is available to market researchers tomeasure subconscious emotional response.Sensum’s neuromarketing platform addresses this need by providing an affordable, portablesystem that simultaneously measures subconscious and conscious cognitive responses. Realtimephysiological response is measured via a low-cost, non-intrusive, wearable wirelesssensor. Sensor data is captured, processed, and displayed on a mobile platform, such as atablet, that incorporates an integrated e-survey tool that poses questions during the test. Bothsubconscious and conscious cognitive responses can be recorded, mapped, and compared,providing deep insight into how audiences truly respond to the media. This allowsdevelopment of media that is both more engaging and cost effective, resulting in higher returnon investment for advertisers