Sensum pilots wearable emotional response platform
The Belfast-based company says that its innovative mobile technology aims to give researchers a more in-depth view of audience engagement, whilst protecting viewers’ anonymity. The Sensum platform measures audience members’ sweat levels using galvanic skin response (GSR) sensors, worn on the fingers, paired with smartphones or tablets which have the Sensum app installed.
The data is uploaded to a cloud-based dashboard, where a visualisation shows the points at which the audience’s attention peaked or dropped off. This can then be further analysed using gamification techniques. For example, a viewer’s physiological response to a piece of entertainment could unlock tailored, bonus content for them.
The technology was recenly tested on fans, cast and crew of Game of Thrones to test their reactions to key footage from the show and Grammy-award winning musician Imogen Heap also tried out the platform on reactions to her latest music video during Belfast Music Week. Both trials helped producers understand emotional attachment to key characters, scenes and so on, according to Sensum. Channel 4 have also described Sensum as “the most futuristic demo.”
Gawain Morrison, co-creator of the Sensum platform, said: “We are entering a new age of natural human computer interfacing and this kind of technology can give entertainment industries a better understanding of audience habits at a time when we are all seeking deeper levels of engagement. Sensors for capturing a range of physiology responses are becoming more widespread; we’ve opted for GSR due to its portability and anonymity for users.”

We hope you enjoyed this article.
Research Live is published by MRS.
The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.
Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.
For example, there's an archive of winning case studies from over a decade of MRS Awards.
Find out more about the benefits of joining MRS here.
0 Comments