The company measures unconscious emotional responses to advertising, TV shows, product concepts and packaging, among other things, with a biometric sensor belt. The belt monitors skin sweat, heart rate, respiration and movement, “the key biologic indicators of emotion,” the firm says. Its research also incorporates eye-tracking.

Carl Marci, Innerscope CEO and chief scientist, said: “We spent considerable time listening to our customers in order to design and build a space optimised for their research needs.”