Spark Experience DNA

SPARK’s Crystal Ball:
Using Biometrics to Measure Attention and Emotion

This isn't a science fiction plot or a superhero tale. At SPARK Experience, our cutting-edge technology, BrainWave, gives us mind reading powers.

We can read your mind.


After nearly a decade of development, while we can’t yet read your thoughts, we can observe emotions and predict action with unprecedented accuracy – and we have the scientific publications to prove it.

Now for the science.

When participants are hooked up to BrainWave, its multiple neurometric and biometric devices filter the data through our proprietary, scientifically validated algorithm. This gives us powerful readings of emotion and attention to understand how people are responding to a particular stimulus, from a TV ad to a website, all in real-time.

Here’s how we do it.

Eye Tracking

Eye tracking tells us exactly where you are looking with millimeter accuracy, providing a precise view of what you are responding to.



An electroencephalogram (EEG) records neural activity and BrainWave converts these millions of data points into two outputs:

  1. How are you feeling? Whether you are happy, sad, angry, scared, surprised, or disgusted, your emotions dictate how you act. With EEG, we know your true emotions even before you do.
  2. How much attention are you paying? Attention is the most important starting point for any advertisement, design, or experience. If people are tuned-out, there is no hope of affecting their actions. EEG gives us a scientific measure of how engaged or disengaged people are at every second of the experience.

GSR and Heart Rate
Galvanic skin response (GSR) measures electrodermal activity, small amounts of electricity transmitting through your skin, especially through your palms and fingers. Surely you’ve noticed with heightened emotions, whether fear or falling madly in love, your palms start to sweat. That sweat conducts electricity and gives us a measure of emotional arousal.


In other words, we can measure how strong your emotional response is. Whether you are content or overjoyed, just a little frustrated or irate, we see it all along a spectrum. Additionally, heart rate gives us yet another measure of your emotional state as your ticker slows or flutters.

Facial Expression Encoding

Every smirk and grimace provides further evidence of what a person is feeling. A camera captures every micro-expression, movements of over 40 muscles in your face, and translates these nonverbal cues into meaningful data.

Can’t we just ask?


Once asked how something makes you feel, you start to go through a process of trying to get in touch with your emotions. The problem is that emotion is preconscious—you aren’t readily aware of your feelings and by the time you stop and psychoanalyze yourself, you’ve altered the whole experience.

In the case of testing a TV spot, the 30 seconds pass you by before you can even attempt to analyze and vocalize your feelings in each moment.

Changing the game.

Imagine the last time you purchased anything from a pair of shoes to a new car. Now think of the time you donated to your favorite nonprofit or selected an insurance plan online. In the race for president, which candidate is getting your attention during speeches or debates? After the Super Bowl, which TV ads did you still remember a week later?

Every experience and decision is influenced by emotion more than anything else. Rational thinking’s got nothing on the power of emotion. Advertisers know it, designers strive for it, brands attempt to embody it, and politicians are made or broken by emotional resonance.

Until now focus groups and other “self-report” measures, though largely unreliable, have been the best attempt at analyzing feelings and attention. With BrainWave, SPARK Experience has changed the game. Wanna play?