From MIT’s Media Lab to Time Warner’s: Innerscope’s Biometric Tech
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consumer engagement and media habits, using Innerscope’s biometrics technology, in settings like a theater, a living room, a mock shopping area, and eye-tracking stations. During this year’s party, Innerscope’s system helped detect the nostalgia viewers felt with Matthew Broderick’s tribute to Ferris Bueller in a Honda commercial, or their connection with the eye candy Dannon put on display for its ad starring John Stamos and a model, for example.
I didn’t catch the football party, but I did stop in recently for a weekday visit to the Innerscope Media Lab near Boston’s North Station, where I saw a media montage put together by Marci and his team. After the viewing, graphs with my biometric stats showed how my breathing spiked as I sighed during an autism public service announcement, and as I quietly giggled during one of my favorite laughing baby videos on YouTube. The eye-tracking component caught my eyes staring at the gross imagery in the opening credit reel of the TV show Dexter—and not at the actual credits. I’m pretty sure the sensors on my fingers picked up elevated sweat at that point, too.
For its part, Innerscope is expanding its focus in a few ways, particularly in tracking consumer engagement on mobile platforms as well using the biometrics to measure website usability. Last September the company secured the final $2 million tranche of its $9.4 million Series A funding round. Innerscope said it had seen its revenues double over the previous two years, and planned to use the money to expand its technology throughout the U.S. and report information quicker for clients. Part of that is building out the cloud infrastructure that captures the biometric data and analyzes it for clients, Marci tells me.