MIT startup mPath developed technology to track consumer feelings and attention, which can be hard to quantify by other means

Emotions, as any scientist will tell you, are hard to measure and quantify because of their subjective nature. MIT startup mPath is looking to improve its graphing of people's reactions and feelings of frustration, boredom and stress through “emotoyping.”

The company uses its MOXO sensor in order to track engagement, especially when it comes to children, who have trouble articulating how they feel. The sensor provides the opportunity to measure people's subconscious, emotional reactions and provide more accuracy than found in focus group surveys.

The MOXO sensor also has uses beyond marketing. According to the Internet of Business, mPath found that children are more engaged in reading if they are given dessert beforehand, as opposed to being offered dessert as a reward.

mPath

Emotions, as any scientist will tell you, are hard to measure and quantify because of their subjective nature. MIT startup mPath is looking to improve its graphing of people's reactions and feelings of frustration, boredom and stress through “emotoyping.”

The company uses its MOXO sensor in order to track engagement, especially when it comes to children, who have trouble articulating how they feel. The sensor provides the opportunity to measure people's subconscious, emotional reactions and provide more accuracy than found in focus group surveys.