720349Sensumco - DOP - Emotional Response PlatformClosedGRD Development of PrototypeInnovate UKSensum’s audience insight system provides ad agencies, market research firms, and broadcast media with an innovative way to accurately measure customer response to media. Current market research relies on focus groups’ verbal or written responses to questions before and after viewing media. This qualitative approach relies on cognitive processes where post-facto responses are consciously formulated. These responses are prone to self-editing and test biases that skew or distort the data, including moderator bias where the presence of a moderator or the test environment itself influences responses. Recent research in neuroscience has suggested that up to 95 percent of our purchase decision making actually takes place in the subconscious mind. Strong brands, e.g., excite parts of the brain associated with pleasure and reward and trigger physiological reactions. As physiological responses are involuntary, instantaneous, and may be measured quantitatively, they provide a better measure of the level of engagement and emotional response to stimuli while avoiding conscious cognition test biases. To date, no existing cost-effective solution is available to market researchers to measure subconscious emotional response. Sensum’s neuromarketing platform addresses this need by providing an affordable, portable system that simultaneously measures subconscious and conscious cognitive responses. Realtime physiological response is measured via a low-cost, non-intrusive, wearable wireless sensor. Sensor data is captured, processed, and displayed on a mobile platform, such as a tablet, that incorporates an integrated e-survey tool that poses questions during the test. Both subconscious and conscious cognitive responses can be recorded, mapped, and compared, providing deep insight into how audiences truly respond to the media. This allows development of media that is both more engaging and cost effective, resulting in higher return on investment for advertisers