UK Daily Mail
April 18, 2011

Would you feel comfortable if market researchers could know your every thought?

A headband designed by San Francisco firm EmSense can sense your brainwaves as you have reactions to watching something and then record the data for researchers.

The process of measuring your reaction to something is known as ‘quantitative neurometrics’ and it can be carried out as you watch a computer or television screen.

The firm is launching its ‘in-home’ research panel employing the EmBand monitoring technology in an attempt to get better feedback on emotional responses.

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