socialmedian: EmSense, the company that reads your brain’s reactions to ads, gets boost

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EmSense, the company that reads your brain’s reactions to ads, gets boost

Source: VentureBeat

Nov 03, 2009

Summary

EmSense, the San Francisco company that has created a device to read your mind — to tell how you react to television commercials and other media — has raised $9 million more in a third round of funding.

The company says it is trying to improve on established neuroscience technology called “EEG (Electroencephalography) recording” by offering a better way to tell marketing directors and video game developers which parts of commercials or video games people don’t like. The company gets this data by paying people to be guinea pigs, to come in, wear its EEG-sensing headsets and watch TV or play video games. Emsense then measures their brainwaves and other physiological reactions.

Technology Partners led the round, and was joined by existing investor the Foundry Group.

The company said the funding will help it support its market research partners, as well as help it develop a large bio-sensory “in-home panel” – the first of its kind.

“We believe that neuromarketing is now mainstream and is poised for explosive growth,” said Roger Quy, general partner with Technology Pa

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