Could understanding what triggers emotional engagement in your customers make the difference for your brand?

London, UK, 12 October, 2011 – Today, a new website was launched on Emotional Engagement, uncovering a ground-breaking technology that enables businesses’ to understand if they have engaged with their customers on an emotional level.
Foviance, the expert in customer experience, worked with SensoMotoric Instruments (SMI), a world leader in computer vision applications and developed their Emotional Engagement Measurement™ (EEM™) service, which is a fresh approach to customer experience research.

The Emotional Engagement Measurement™ service combines a variety of Foviance’s user research methods, eye tracking data collected with SMI solutions and brain data on emotional states collected with a specialised neuroheadset. Measuring emotional engagement has always been a challenge for customer experience professionals because emotions are largely driven by unconscious processes.

Electroencephalography (EEG) data provides a view on how the brain responds to different experiences, revealing unconscious emotional states. Foviance’s expert consultants are able to use this brain data to offer clients actionable insights on how to increase the effectiveness of marketing and improve customer experience.

In a pilot project with Foviance UK, SMI developed a special interface to integrate the Emotive EPOC neuroheadset with the SMI Experiment Suite 360 ° eye tracking software and the SMI RED eye tracking device, which successfully delivered a service to analyse home, product and landing pages, as well as banner and email content.

By adding eye tracking to EEM™, each emotional reaction can be objectively associated with the focus of visual attention at a certain time. Or in plain words: “In an EEM™ study, we get deeper knowledge on the process of information processing because we know where someone was looking when the brain reacted in a certain way”.

Foviance is really excited to have this resource available, which will become the knowledge base of emotional engagement worldwide.

About Foviance:
Foviance is a leading customer experience consultancy that helps some of the world’s best known global brands to deliver better customer experiences that drive improvements in customer satisfaction for increased customer loyalty and better financial performance.

Founded in 2000 and with a heritage in usability research and data analytics, Foviance delivers research and analytics-based consultancy to its clients about the effectiveness of their individual channels, such as mobile, web and call centre and how they combine in a cross-channel environment.

Foviance boasts 43 of the UK FTSE 100 companies, including Barclays, BSkyB, and Sainsbury’s. In addition Foviance works with International brands such as AstraZeneca, Dell and Nokia. For further information please visit:

About SMI
SensoMotoric Instruments (SMI) is a world leader in dedicated computer vision applications, developing and marketing eye & gaze tracking systems and OEM solutions for a wide range of applications. More information at:

Published on: 9:15AM on 12th October 2011