This Wearable Device Is Meant To Reveal Consumers’ True Emotions

This Wearable Device Is Meant To Reveal Consumers’ True Emotions
Fashion & Apparel

Market research may have gotten a lot easier with the Moxo Sensor

Jiwon Kim
  • 19 july 2017

What does a consumer exactly want? Companies pummel a lot of cash into market research to answer this question. Fortunately, new technology like the Moxo Sensor may make things a lot easier. MIT Media Lab’s mPath recently created this wearable to collect consumers’ emotions to figure out exactly how they feel about certain products and services. In turn, this allows brands to create better offerings from a consumer-centric standpoint.

These wearable stress sensors make it possible to figure out exactly when consumers subconsciously feels anything. The technology is in what looks like a smartwatch, making it easy to place on the wrist of any potential consumer. It wirelessly measures any electrical changes of the skin because this indicates activity within the sympathetic nervous system and arouses any physiological responses. When there are any spikes recorded, this usually signifies frustration or stress while dips equate to boredom or apathy. For better accuracy, mPath also developed something called emototyping, which basically is a process that utilizes stress sensors to work in conjunction with GoPros or eye-tracking glasses. This allows for better accuracy in determining a consumer’s feelings. Participants also are shown the data as a way to verify certain insights.

“Right now, companies struggle to understand their customers’ emotional needs or wants,” says founder and CEO Elliot Hedman PhD ’12. “But if we listen a little to consumer emotions, there’s a lot of room for innovation.”

They have already dug up some interesting insights that are posted on their site. This includes research on how witnessing an initial sight of violence incites emotions, but the second time, not so much. Also, they reported that when employees approach customers to offer help, this often kills a potential customer’s interest. An insight like this shows that there needs to be new training conducted to get employees to interact with potential consumers better. Already, some major companies like Google and organizations like hospitals have used the Moxo Sensor and it has provided useful market research insights.

Beyond assisting companies, mPath hopes to create social value with the Moxo Sensor. Assisting the public sector in revamping education curriculum is just one of the ways that they plan to do so. This technology has the potential to redesign many products and services out there through detailed research into people’s emotions and behavior.

mPath

What does a consumer exactly want? Companies pummel a lot of cash into market research to answer this question. Fortunately, new technology like the Moxo Sensor may make things a lot easier. MIT Media Lab’s mPath recently created this wearable to collect consumers’ emotions to figure out exactly how they feel about certain products and services. In turn, this allows brands to create better offerings from a consumer-centric standpoint.

+behavior
+Emotion
+Fashion
+MIT
+MIT Media Lab
+retail
+sensor
+technology
+wearable technology

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