Tell Us How You Really Feel

MIT start-up EmSense tracks gamers' real-time emotional responsesuseful data for game developers and marketers alike

If advertisers thought that hiring mediums and psychics to figure out what people thought of their ads worked, they would probably do it. It's not surprising that more scientific methods have caught on. While consumer reaction can be gauged through the usual focus groups and surveys, some companies also employ new technologies, like those that test heart rate or track eye movements.

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