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.”