Return on Emotion uses facial recognition, pulse rate sensors and neurotechnology to track emotions among attendees including joy, excitement, nervousness or boredom.

The results will be measured through the Smyle Metric, which attempts to provide insights into audience beliefs, behaviours and emotional responses, and whether those reactions match up with those intended by the event organiser.

Attendee response data is available either after the event through a report, or via a real-time dashboard.

Dax Callner, strategy director at Smyle, said: “This is our answer to an industry-wide problem. We are in the business of creating an emotional response in our audience, yet historically there haven’t been tools to measure emotional impact.”