The Quantemo Approach
Quantemo helps brands understand how consumers engage with them by measuring an individuals perceptual, pre-cognitive, and cognitive emotional responses when interacting with products, interfaces, advertising, etc. Data collected from these modalities are captured real-time and displayed via the Quantemo Player, a robust data analysis dashboard. Finally, this data is processed through OTOinsight’s patent pending algorithm, the Quantemo Engagement Index (QEI), to provide a single quantitative measure of engagement.
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Quantemo Instrumentation
Perceptual Measurement
The way we perceive the world is through our senses of sight, touch, hearing, taste, and smell. Our culturally dominant sensory mode is the visual. Quantemo utilizes industry leading eye-tracking instrumentation from Tobii. Non-invasive infra-red sensors are built into computer monitors to precisely track what a subject is looking at, in what order, how long, and how many total fixations.
Pre-Cognitive Measurement
Even before visual perception has reached a customers conscious awareness, it has already been emotionally tagged and may initiate bodily responses such as increased heart rate, smiles, etc. In order to capture this pre-cognitive activity Quantemo utilizes a state of the art 16 channel, high resolution, neuro-signal acquisition and processing wireless neuroheadset. A proprietary algorithm calculates direct EEG output, this research instrument allow Quantemo to measure affective measures such as excitement, engagement/boredom, meditation, and frustration on a second by second basis.
Cognitive Measurement
To collect a customer’s self-reported emotional experience with a brand, Quantemo utilizes PrEmo, a cross-cultural emotional tagging instrument developed by Technical University of Delft in the Netherlands. Instead of relying on the use of words, respondents can report their emotions with the use of expressive cartoon animations. Each of the 12 measured emotions is portrayed by an animation of dynamic facial, bodily, and vocal expressions.