Home   Business   Article

Subscribe Now

Neuro XR’s bundle with Emotiv boosts visual feedback analytics with brain scanning hardware




Neuro XR is partnering with US-based Emotiv EEG to launch its first product – a bundle of Emotiv’s brain scanning hardware with Neuro XR’s software.

The Bradfield Centre-based company founded in 2019 is “mapping emotions – tracking and visualising emotional journeys”. The start-up’s AI and neuroscience-based heat map platform “helps developers of physical and virtual spaces and products better understand their users and form more sustainable relationships through real-time, accurate and visual feedback analytics”.

Malhar Sheth wearing the headset sensors at the Bradfield CentrePicture: Keith Heppell
Malhar Sheth wearing the headset sensors at the Bradfield CentrePicture: Keith Heppell

The target audience is advertisers, media companies (TV, movies), video game companies, training and simulation companies, plus educational and research institutes.

The product can be used not only for identifying at what point or points a product or game is eliciting emotions, but also why and how strongly. Possible uses include:

- A gaming company could test how engaging their game is.

- A TV or filmmaker can test more accurately emotional responses to their scenes and can again re-shoot or re-write to boost viewer engagement.

NeuroXR at The Bradfield Centre, . Picture: Keith Heppell
NeuroXR at The Bradfield Centre, . Picture: Keith Heppell

- An advertising company can test whether their advertisement is sufficiently attention-grabbing, again increasing through rate and revenue.

- Monitoring exact emotional and mental stressors and their causes in a training scenario allows for “more individualised and efficient training, and faster elimination of unsuitable candidates”.

“The purpose of the software is to easily visualise the complex data taken from biometric hardware so that companies can fully understand what their customers or users are feeling,” says Matt Critchley, CTO and co-founder at Neuro XR. “If we take a video game, our software will visually tell game developers where exactly people felt each emotion and at what strength they felt that emotion.

NeuroXR at The Bradfield Centre, from left Arya Huang, Elena Cismigiu and Malhar Sheth. Picture: Keith Heppell
NeuroXR at The Bradfield Centre, from left Arya Huang, Elena Cismigiu and Malhar Sheth. Picture: Keith Heppell

“For example, if someone is playing a racing game and reaches a particularly challenging part of the track, our software will pick up the increased levels of attention and cognitive load – mental effort – during that section and will place a colour map over the whole track, with that section being in a particular colour indicating strong emotion. The same concept will work for things like TV or movies, however the heat-map location is not based on their movement in a game, but rather their eye movement on the screen.

“We also provide charts and graphs, which demonstrate emotion levels throughout the tests, along with raw data and personalisation functions such as isolating the parts of the test deemed important.”

NeuroXR at The Bradfield Centre, . Picture: Keith Heppell
NeuroXR at The Bradfield Centre, . Picture: Keith Heppell

Matt adds: “The software itself will read and analyse the data and assess the levels of emotions automatically, and visualises them for the customer – it’s all done on the customers’ systems, and we don’t retain any data at this time; it’s all done locally.

“The software is sold as a monthly subscription, with an optional one-off payment if they wish to purchase hardware. Some customers will have their own biometric hardware and so will just pay for the software.”

NeuroXR at The Bradfield Centre, Malhar Sheth wearing the headst sensors. Picture: Keith Heppell
NeuroXR at The Bradfield Centre, Malhar Sheth wearing the headst sensors. Picture: Keith Heppell

Kim Old, chief commercial officer at California-based Emotiv, said: “This collaboration exemplifies our commitment to human-centric innovation. By uniting Emotiv’s high-fidelity EEG platform with NXR’s dynamic analytics, we unlock deeper emotional insights, enabling businesses to create more impactful solutions across industries.”

Both companies’ technology is used solely for commercial applications, and not medical uses. Its fidelity is likely good enough for some medical uses, as it is often used in research settings, but it’s not licensed for medical use specifically.

“Our partnership with Emotiv unlocks new possibilities for understanding human behaviour,” said Elena Cismigiu, CEO and co-founder of Neuro XR. “This launch marks a new era in real-time emotional analysis.”

The package is available on Neuro XR’s website now and on Emotiv’s website “in the coming months”.



This site uses cookies. By continuing to browse the site you are agreeing to our use of cookies - Learn More