NEWS4 June 2010

SymphonyIRI adds brainwaves to BehaviourScan through EmSense tie-up

North America Technology

US— SymphonyIRI is adding brain and biometric measurement to its BehaviourScan in-market testing service for new products and marketing strategies, through a partnership with neuroscience technology firm EmSense.

Shoppers in SymphonyIRI’s four test markets – Eau Claire, Wisconsin; Grand Junction, Colorado; Pittsfield, Massachusetts; and Cedar Rapids, Iowa – will be kitted out with headsets that monitor brain activity, breathing, heart rate and skin temperature in an effort to gauge people’s cognitive and emotional responses.

Robert Tomei, SymphonyIRI’s president of consumer and shopper insights, said: “By combining the measurement of the emotional and physiological responses of consumers with the actual sales performance of new products, advertising, and in-store conditions, we will provide our clients with a complete understanding of the effectiveness of their new products, marketing and sales campaigns.”