NEWS14 January 2011

Innerscope opens Boston biometrics and neuroscience media lab

North America

US— Innerscope Research has launched a biometrics and neuroscience media lab in Boston, boasting two client viewing rooms and a test room that has the space and capability to biometrically test up to 30 people at one time.

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.”