mPath’s MOXO sensor, used primarily for market research, is a wearable that resembles a bulky smartwatch. Placed on the wrist, it wirelessly measures changes in skin conductance (subtle electrical changes across the skin), which reflect sympathetic nervous system activity and physiological arousal. Spikes in conductance can signal stress and frustration, while dips may indicate disinterest or boredom.
Humans experience a range of emotions in response to products and experiences on a daily basis. Shoppers may get excited for certain brands and then overwhelmed by choices. Audience members may oscillate between apathy and engagement during performances. Children can become frustrated, bored, or entertained while learning a new subject. Using wearable stress sensors, analytics, and other technologies, MIT Media Lab spinout mPath is able to pinpoint the exact moment consumers feel these subconscious responses. In doing so, the startup has brought some interesting market research insights to major companies and organizations to help them refine their products and services. 'Right now, companies struggle to understand their customers' emotional needs or wants,' says founder and CEO Elliot Hedman PhD '12.
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