The Emotion Measurement in iMotions’ technology is based on the INTERPRETATION OF EYE REACTIONS collected via camera and analyzed in a specially designed software. PUPIL DYNAMICS, BLINK CHARACTERISTICS AND GAZE BEHAVIOR are among the Eye Reactions interpreted by the iMotions Emotion Measurement System in order to assess and calculate an index of the IMMEDIATE EMOTIONAL RESPONSE. Check this slideshow for a typical Q&A for most clients. You will here have a lot of referals to related papers.

1. Theore8cal
background
and
research
for
iMo8ons
-­‐
Emo8on
Technology
Quantifying Emotion by analyzing Eye properties!
WHAT
IS
THE
EMOTION
MEASUREMENT
IN
IMOTIONS
EMOTION
TECHNOLOGY
BASED
ON
The
Emo8on
Measurement
in
iMo8ons’
technology
?
is
based
on
the
INTERPRETATION
OF
EYE
REACTIONS
collected
via
a
camera
and
analyzed
in
a
specially
designed
soLware.
PUPIL
DYNAMICS,
BLINK
CHARACTERISTICS
AND
GAZE
BEHAVIOR
are
among
the
Eye
Reac8ons
interpreted
by
the
iMo8ons
Emo8on
Measurement
System
in
order
to
assess
and
calculate
an
index
of
the
IMMEDIATE
EMOTIONAL
RESPONSE.
Jakob de Lemos
Inventor of the emotion measurement system
CTO & Co-Founder of iMotions

2. ?
Theore8cal
background
and
research
for
iMo8ons
-­‐
Emo8on
Technology
Quantifying Emotion by analyzing Eye properties!
“Look
into
a
person’s
pupils,
he
cannot
hide
himself.” WHY
MEASURE
PUPIL
DYNAMICS
(Confucius,
551-­‐478
B.C.)
It
is
found
that
the
PUPIL
dilates
and
subtracts
not
only
from
light,
but
also
as
a
consequence
of
emo8ons
(Hess,
1972).
Pupil
dila8on
has
been
coupled
with
ac8va8on
of
the
sympathe8c
nervous
system
(Granholm
&
Steinhauer,
2004;
Steinhauer
et
al.,
1983).
However,
the
rela8onship
is
complex
because
pupil
size
is
also
related
to
cogni8ve
processing
load
(Beaey
&
Lucero-­‐Wagoner,
2000;
Staners
et
al.,
1979)
and
the
amount
of
light
or
hue
in
visual
s8muli
(Granholm
&
Steinhauer;
2004).
The
iMo8ons
system
iden8fies
several
emo8onal
fingerprints
from
the
pupil
based
on
prior
and
proprietary
knowledge.
The
iMo8ons
system
compensates
for
reac8ons
caused
by
the
light
reflex
and
because
the
system
determines
the
emo8onal
reac8on
pre-­‐cogni8ve
the
impact
from
the
cogni8ve
Jakob de Lemos
Inventor of the emotion measurement system processing
can
be
iden8fied
and
controlled.
CTO & Co-Founder of iMotions

3. ?
Theore8cal
background
and
research
for
iMo8ons
-­‐
Emo8on
Technology
Quantifying Emotion by analyzing Eye properties!
Percep8on
and
the
eye
have
been
WHY
MEASURE
BLINK
CHARACTERISTICS
extensively
studied
the
last
100
years!
BLINK
is
also
related
to
emo8onal
as
well
as
cogni8ve
reac8ons,
for
example
with
defensive
reac8ons
like
emo8on-­‐modulated
eye
blink
startle,
emo8onal
arousal
and
pleasure
(Bradley,
et
al.,
1999,
Dichter
et
al.,
2002,
Ruiz-­‐Padial
&
Sollers,
2003).
The
iMo8ons
system
iden8fies
several
emo8onal
fingerprints
from
the
characteris8cs
based
on
prior
and
proprietary
knowledge.
Because
blinks
are
also
protec8on
mechanisms
to
keep
the
eyeball
protected
the
iMo8ons
system
compensates
for
blink-­‐like
reac8ons
caused
by
the
cleaning/protec8ve
blink
reflex
and
because
the
system
determines
the
emo8onal
reac8on
pre-­‐cogni8ve
the
impact
from
the
cogni8ve
processing
can
be
iden8fied
and
controlled.
Jakob de Lemos
Inventor of the emotion measurement system
CTO & Co-Founder of iMotions

4. ?
Theore8cal
background
and
research
for
iMo8ons
-­‐
Emo8on
Technology
Quantifying Emotion by analyzing Eye properties!
WHY
MEASURE
GAZE
BEHAVIOR
“The
Eye
is
the
Mirror
of
the
soul.”
(Proverb)
GAZE
paeerns
are
linked
to
emo8onal
as
well
as
cogni8ve
reac8ons
(Calvo
&
Lang,
2004).
The
iMo8ons
system
iden8fies
several,
pre-­‐
aeen8on
and
cogni8ve
characteris8cs
within
the
gaze
paeerns
based
on
prior
and
proprietary
knowledge.
Because
the
gaze
paeerns
aeen8on
wise
are
influenced
by
the
complexity
of
the
objet
(s)
observed,
the
iMo8ons
system
compensates
for
this
effect
when
iden8fying
the
emo8onal
components.
Jakob de Lemos
Inventor of the emotion measurement system
CTO & Co-Founder of iMotions

5. Theore8cal
background
and
research
for
iMo8ons
-­‐
Emo8on
Technology
Quantifying Emotion by analyzing Eye properties!
SUMMARY
OUTSIDE
THE
HEAD
•MEASURING
THE
EMOTIONS
THROUGH
CHANGES
IN
EYE
PROPERTIESPUPIL
DYNAMICS,
BLINK
CHARACTERISTICS
AND
!
•EYES
-­‐
“PART”
OF
THE
BRAIN
HANGING
GAZE
BEHAVIOR
•QUANTIFIES
EMOTIONAL
AROUSAL
Jakob de Lemos
Inventor of the emotion measurement system
CTO & Co-Founder of iMotions

6. Theore8cal
background
and
research
for
iMo8ons
-­‐
Emo8on
Technology
Quantifying Emotion by analyzing Eye properties!
SOME
REFERENCES
•Beaey,
J.
&
Lucero-­‐Wagoner,
B.
(2000):
The
pupillary
system,
in
Caccioppo,
J.,
Tassinary,
L.G.
&
Berntson,
G.
(Eds.):
The
Handbook
of
Psychophysiology,
Cambridge
University
Press,
Hillsdale,
New
York.
•Bradley,
M.
M.,
Cuthbert,
B.
N.
&
Lang,
P.
J.
(1999):
Affect
and
the
startle
reflex,
in
Dawson,
M.E.,
Schell,
A.
&
Boehmelt,
A.
(Eds.):
Startle
modifica8on:
Implica8ons
for
neuroscience,
cogni8ve
science
and
clinical
science,
Stanford
University
Press,
Stanford,
242–276.
•Calvo,
M.
G.,
&
Lang,
P.
J.
(2004).
Gaze
paeerns
when
looking
at
emo8onal
pictures:
Mo8va8onally
biased
aeen8on.
Mo8va8on
and
Emo8on,
28,
221–243.
•Dichter,
G.S.,
Tomarken,
A.J.
&
Baucom,
B.R.
(2002):
Startle
modula8on
before,
during
and
aLer
exposure
to
emo8onal
s8muli,
Interna8onal
Journal
of
Psychophysiology,
43,
191-­‐196
•Damasio,
A.R.
(1994):
Descartes
Error
-­‐
Emo8on,
Reason,
and
the
Human
Brain,
G.P.
Putnam’s
Sons,
New
York.
•Granholm,
E.
&
Steinhauer,
S.R.
(2004):
Pupillometric
Measures
of
Cogni8ve
and
Emo8onal
Processes,
Interna8onal
Journal
of
Psychophysiology,
52,
1–6
•Hugdahl,
K.
(2001):
Psychophysiology:
The
Mind-­‐body
Perspec8ve,
Harvard
University
Press
•Lang,
P.J.,
Bradley,
M.M.,
&
Cuthbert,
B.N.
(2005):
Interna8onal
affec8ve
picture
system
(IAPS):
Affec8ve
ra8ngs
of
pictures
and
instruc8on
manual,
Technical
Report
A-­‐6,
University
of
Florida,
Gainesville,
FL.
•Lang,
P.J.,
Greenwald,
M.K.,
Bradley,
M.M.
&
Hamm,
A.O.
(1993):
Looking
at
pictures:
Affec8ve,
facial,
visceral,
and
behavioural
reac8ons,
Psychophysiology,
30,
261-­‐27
•Lazarus,
Richard.
(1991):
"Cogni8on
and
Mo8va8on
in
Emo8on."
American
Psychologist,
46:
362-­‐67.
•Lazarus,
R.
S.
(1991).
Emo8on
and
adapta8on.
New
York:
Oxford
University
Press.
•Plutchik,
R.
(2003):
Emo8ons
and
life:Perspec8ves
from
psychology,
biology,
and
evolu8on.
Washington,
DC:American
Psychological
Associa8on.
•Ruiz-­‐Padial,
L.,
Sollers,
J.J.,
Vila,
J.
&
Thayer,
J.F.
(2003):
The
rhythm
of
the
heart
in
the
blink
of
an
eye:
Emo8on-­‐modulated
startle
magnitude
covaries
with
heart
rate
variability,
Psychophysiology,
40,
306–313
•Staners,
R.F.,
Coulter,
M.,
Sweet,
A.W.
&
Murphy,
P.
(1979):
The
papillary
response
as
an
indicator
of
arousal
and
cogni8on,
Mo8va8on
and
Emo8on,
3
(4),
319-­‐340
•Steinhauer,
S.
R.,
Boller,
F.,
Zubin,
J.
&
Pearlman,
S.
(1983):
Pupillary
dila8on
to
emo8onal
visual
s8muli
revisited,
Psychophysiology,
20
•Tranel,
D.
(2000):
Electrodermal
Ac8vity
in
Cogni8ve
Neuroscience:
Neuroanatomical
and
Neuropsychological
Correlates,
in
Lane,
R.D.
&
Nadel,
L.
(Eds.):
Cogni8ve
Neuroscience
of
Emo8on,Oxford
University
Press,
New
York.
Jakob de Lemos
Inventor of the emotion measurement system
CTO & Co-Founder of iMotions