►
Description
Presented by Elliott Bruce Hedman, Head Design Researcher, mPath
In this talk, Dr. Elliott Hedman will use psychophysiological sensors to measure a customer's subconscious and emotional reactions to products. He'll show you how product design improves when you know the exact moments your customers get stressed, excited, and confused.
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A
A
A
They
have
a
lot
of
data
and
they're
looking
at
this
data
and
they're
trying
to
figure
out
what's
going
wrong,
but
most
of
the
time
that
data
is
missing
a
key
element
because,
ultimately,
how
we
answer
that
question
is
not
through
just
pure
data,
but
we
need
to
understand
customers
emotions,
it's
the
emotions
that
help
tell
the
story
about
what's
going
on
and
what
needs
to
be
done
to
give
you
an
example
of
this.
This
is
a
classic
problem.
I
find
it's.
A
A
funnel
challenge
is
that
we
have
people
coming
in,
but
at
this
exact
step,
so
many
of
them
are
leaving.
We
can
tell
you
exactly
how
many
and
at
what
time
they
leave,
but
they
can't
tell
you
why
they're
leaving-
and
that's
particularly
the
question
you
need
to
ask-
is
what
is
happening
here.
How
do
we
change
this?
How
do
we
get
more
people
engaged?
A
That's
an
emotional
question
because
you
know
maybe
the
answer
is
well.
You
asked
them
to
make
a
choice
and
they
didn't
know
what
to
do
here,
so
they
quit
or
maybe
the
answer
is
you
know
they
just
came
in
because
they
wanted
to
play
with
your
product,
but
you
never
gave
them
a
chance
to
play,
or
maybe
you've
really
confused
them.
They
don't
understand.
A
This
is
a
skin
conductance
sensor.
It
measures
how
open
your
skin
conductance
is
now.
Why
would
that
be
important?
Well
so,
and
I
know
I
have
a
technical
audience,
so
I'm
going
to
get
a
little
more
technical
than
usual
here.
What
we're
doing
is
we're
putting
electricity
here
and
it
goes
all
the
way
through
and
then
it
gets
out
to
the
other
side
and
what
we're
measuring
is
the
conductance
it's
kind
of
the
inverse
of
resistance.
So
the
more
you
start
sweating
the
easier
it
is
for
the
electricity
to
go
through.
A
So
why
do
I
care
about
sweat
and
we're
talking
about
micro
levels
of
sweat?
You
wouldn't
actually
be
able
to
see
it,
but
why
sweat
is
important
is
because
it's
tied
to
your
sympathetic,
nervous
system.
Your
sympathetic
nervous
system
is
your
fight-or-flight
response
when
your
eyes,
dilate
your
heart,
starts
pumping
your
skin
conductions
also
increases
that's
when
your
sympathetic
nervous
system
is
activating
it's
going
up
and
down
all
the
time,
and
so,
with
this
sensor
we
can
tell
you
the
exact
moment.
A
Someone
is
getting
excited
or
they're
paying
a
lot
of
attention,
and
what
I
want
to
show
you
in
the
next
20
minutes
is
that
if
you
measure
your
customers
emotions
the
number
of
insights
you're
going
to
have
into
why
they're
quitting
or
what
you
need
to
do
to
make
a
better
product,
it's
just
gonna
blow
out
of
the
roof.
It's
just
a
completely
different
experience.
Once
you've
started
measuring
emotions.
A
Now
I'm
gonna
do.
That
is
showing
you
a
variety
of
bizarre
case
studies.
They
probably
won't
directly
relate
to
you,
but
I
hope
they're
inspiring
and
wow.
There's
so
much.
I
don't
know
about
people
and
their
emotions
that,
if
I
just
looked,
I
would
find
so
many
other
things.
So,
let's
get
going
with
some
examples.
The
first
example
I'm
going
to
show
is
with
the
new
world
symphony.
A
The
new
world
symphony
holds
this
amazing
classical
concerts,
but
the
problem
with
classical
concerts
is
they're
losing
about
30
of
their
audience
every
year
and
new
people
are
not
coming
in,
so
my
job
was
to
figure
out.
How
do
we
make
it
so
that
more
people
come
to
the
classical
concert?
I
want
to
show
you
a
little
bit
of
data
from
what
we
got
from
this
by
data
I
mean
the
emotional
data
before
I
show
you
the
first
graph.
A
I
need
to
explain
a
little
bit
about
how
to
measure
skin
conductance
you're,
going
to
see
a
ton
of
these
graphs.
We
have
way
too
many
graphs
in
this
presentation,
but
they're
really
fun.
So,
as
you
can
see
these
little
white,
these
little
white
spikes,
those
are
moments
of
skin
conductance,
increasing
that's
when
a
person
is
getting
excited,
they're
getting
more
engaged
their
their
skin
conductance
is
increasing
their
heart's,
starting
to
beat
faster
and
these
moments
where
we
don't
see
those
spikes.
A
A
So,
let's
look
at
some
spikes
here.
This
is
a
expert
concert
goer.
He
loves
going
to
the
new
world
symphony,
and
this
is
him
listening
to
the
firebird,
you
can
see
of
all
these
spikes
he's
getting
engaged
he's
loving
the
music
he
reported.
It
was
a
really
great
experience
now
in
the
next
one.
I
need
you
to
pay
close
attention
to
this
one
because
in
the
next
one,
I'm
going
to
show
you
a
similar
experience,
but
in
this
one
the
concertgoer
had
never
gone
to
a
classical
concert
before.
A
Let's
look
at
his
skin
conductance,
okay,
just
in
case
you
missed
it.
This
is
the
person.
Who's
never
been
to
a
concert,
and
this
is
a
person
who's
gone
to
a
ton
of
concerts
before
we
found
this
type
of
result,
all
the
time
that
a
person
who's
never
been
to
a
classroom
concert
they're,
not
reacting
to
the
music,
it's
really
hard
for
them
to
get
emotionally
engaged.
A
But
that
doesn't
mean
that
you
know
no
one
can
react
to
the
music.
It
just
means
that
they
actually
react
to
very
different
things.
If
it's
the
first
time
they
went
to
the
concert.
So
let's
take
a
look
at
another
person's
first
time
going
to
the
concert,
but
I'm
going
to
zoom
out
to
the
entire
concert,
so
you
can
see
a
little
bit
about
what
does
excite
them.
A
So
the
yellow
part
here
at
the
beginning.
That's
then
lifting
to
a
classical
concert,
but
then
a
host
comes
up,
and
then
mc
starts
talking
and
every
time
the
emcee
starts
talking.
We
see
that
person
re-engaging,
staying
awake,
staying
alert
when
they're
being
talked
to,
and
this
talk
doesn't
actually
last
for
very
long
as
soon
as
after
a
minute,
the
host
itself
actually
starts
becoming
boring
too,
but
what's
happening
here
is
a
transition.
A
A
Now,
on
the
second
part
of
this
person's
concert,
we
can
actually
see
that
she
does
react
to
some
music.
This
is
the
quietest
part
of
romeo
and
juliet,
and
this
is
the
main
theme
of
romeo
and
juliet
now
I'm
not
going
to
sing
it
for
you.
Sometimes
I
try,
but
I'm
a
little
I'm
a
little
rusty
at
this
point,
but
you
have
heard
the
main
theme
of
romeo
and
juliet
again
it's
the
classical
love
scene.
You
hear
it
all.
A
A
A
That's
them
getting
excited,
they're
figuring
it
out
they're
engaging
with
the
product
and
then
an
employee
comes
in,
and
when
the
employee
comes
in,
we
see
a
huge
dip
that
employee
actually
ruined
the
shopping
experience
for
the
shopper
that
the
employee
started
talking
about,
trying
to
upsell
them,
trying
to
get
them
to
buy
a
cell
phone,
but
they
removed
the
shopper
from
being
able
to
play
an
experience.
You're
going
to
hear
the
word
play
a
lot.
I
find
it
usually
describes
the
best
experience
you
could
have
for
your
user
in
whatever
experience.
A
So
what
I
did
is
I
showed
this
to
my
client
and
we
had
some
conversations
about.
We
need
to
reshape
what
a
shopping
experience
is
and
an
employee
is
not
there
to
help
push
a
cell
and
employees.
There
is
to
open
up
the
experience
and
to
create
an
even
better
playing
experience,
but
when
the
employee
did
this
one,
they
actually
literally
took
the
ipad
out
of
the
customer's
hand,
to
show
them
things
and
that's
not
what
we
want
to
be
doing.
A
A
I
watched
a
bunch
of
people
buying
vacuums
and,
while
a
lot
of
them
didn't
have
the
best
experiences,
I
noticed
that
there
was
a
constant
theme
of
when
they
started
using
the
vacuum
cleaner.
They
would
get
excited
so,
if
they're
opening
the
lid,
if
they're
turning
on
the
vacuum
cleaner,
if
they're
turning
on
a
weaker
vacuum
cleaner,
these
are
moments
when
the
customers
were
getting
excited,
and
so
we
sat
down
and
we
kind
of
brainstormed.
Well,
what
would
it
take
to
even
make
that
more
fun?
A
If
people
like
playing
with
the
vacuums,
how
can
we
make
playing
a
more
central
piece
of
our
experience,
and
so
we
actually
created
in
our
prototype
a
water
fountain?
You
could
actually
plug
in
the
vacuum
cleaner
to
the
water,
fountain
and
it'll
suck
up
different
amount
of
water.
Depending
on
how
strong
it
was.
When
people
were
trying
out
this
vacuum
cleaner
prototype,
they
actually
said
it
was
the
best
shopping
experience
they
ever
had
in
the
store.
A
A
When
we
implemented
this,
we
actually
created
a
water
fountain
and
put
it
into
different
stores.
Now
we
didn't
really
check
with
facilities
and
we
weren't
allowed
to
make
water
fountains.
So
we
had
a
tennis
ball
water
fountain.
Instead,
when
we
tested
it,
but
when
we
tested
out
this
this
water
fountain
idea,
that
was
showing
emotional
engagement,
but
we
got
nine
percent
increased
sales
in
vacuum
cleaners,
just
nine
percent
more
just
by
having
people
more
engaged.
So
the
emotional
reactions
people
have
has
huge
consequences
on
your
product.
A
A
Emotional
experiences
are
seldomly
measured
and
I
find
it
very
interesting
how
much
kids
need
a
different
type
of
experience
that
we're
not
delivering.
So
I'm
going
to
show
an
example
of
that.
First,
I
want
to
show
a
video
of
a
kid,
as
she's
learning
to
do
double
a
digit
edition.
Now,
there's
going
to
be
a
lot
of
things
on
the
screen,
so
I'm
going
to
explain
she's
using
the
screen
over
here
this
little
red
and
white
dot
up
here
at
the
top,
that's
eye
tracking
glasses.
A
So
we
can
see
exactly
what
she's
looking
at
when
she
gets
engaged
on
the
side
here
is
her
skin
conductance
you're,
going
to
see
orange
spikes
when
they're
getting
excited,
and
this
is
where
we
are
right
now.
I
will
just
give
you
a
spoiler
right
now,
something's
going
to
happen
where
she's
going
to
get
a
huge
spike.
I
want
you
to
try
to
figure
out.
What's
going
on,
I'm
going
to
unplug
my
mic
and
hope
this.
A
A
A
A
There
is
the
biggest
spike
I've
ever
seen
in
any
of
my
research
before
it
all
came
about
when
a
kindergarten
girl
solved
26,
plus
seven,
the
first
time,
she's
ever
done
double
digit
edition
and
she
got
it
right,
and
I
want
to
talk
a
little
bit
more
about
how
these
this
emotional
data
helped
inspire
us
to
build
new
products
and
what
the
consequences
of
that
were.
Oh,
no,
I
pushed
the
wrong
button.
A
Okay,
so
just
to
kind
of
get
a
zoom
out.
Hey.
Remember
I
told
you
I
was
going
to
show
that
graph
again
here.
It
is
this
is
when
she's
asked
what
is
26
plus
7
asking
people,
questions
consistently,
creates
spikes,
and
then
she
answers
it
wrong,
but
answering
it
wrong
does
not
disengage
you
it
actually
re-engages!
You
you're,
like
oh
man,
there's
something
I
don't
know.
I
got
to
pay
more
attention
and
then
she
answers
it
correct
and
we
get
the
biggest
spike
we've
ever
seen.
Now.
A
I've
done
about
five
years
of
research
on
what
it
takes
to
create
good
educational
software,
and
I
want
to
show
a
little
bit
more
about
what
we
were
finding
here
consistently
we
found
when
kids
were
reading,
they
were
getting
really
bored,
it
didn't
matter
what
the
book
was.
It's
just
reading,
really
disengages
kids
in
our
ipad
generation,
but
while
reading
was
disengaging
them
whenever
they
got
to
a
question,
they
got
excited
just
like
in
that
graph.
A
I
showed
you
before
we
saw
this
pattern
over
and
over
again
is
that
the
questions
are
the
central
piece
of
educational
software
for
kids,
but
that's
not
how
we
build
educational
software.
Most
of
the
questions
are
put
at
the
end
and
they're
kind
of
just
there
to
confirm
the
kids
did
it
where
the
reading's
supposed
to
be
the
central
part,
but
we
flipped
that
on
its
head,
and
I
want
to
show
you
what
happens.
A
I
work
at
the
boys
and
girls
club.
You
know
with
covert
right
now.
I
actually
work
there
every
single
day
as
a
literary
specialist,
and
I
work
with
kids
to
figure
out
what
would
it
take
to
make
it
so
reading
is
not
boring
for
you
that
that's
my
job
and
I
want
to
show
you
what
we
did
so
the
next
graph
I'm
going
to
show
you.
A
We
took
a
third
grade
english
language
learner
and
we
had
him
read
the
adventures
of
dr
too
little,
I'm
going
to
show
you
the
graph
of
what
that
looks
like
you
can
see.
We
started
out
with
some
spikes
as
I
introduced
the
book,
but
at
seven
minutes
in
he
and
dr
doolittle
they're,
not
the
best
of
friends.
I
actually
went
into
the
research
booth
and
there
was
a
big
pile
of
drool
on
the
page
he
ended
on
now.
A
This
is
the
experience
for
so
many
third
graders
out
there
right
now,
especially
you
know
when
they're
at
home
and
they
don't
even
have
a
community
to
read
with
now
that
doesn't
mean
that
now,
this
kid
he's
being
told
he's
lazy
that
he's
stupid,
that
he's
horrible
at
reading
he's
getting
these
messages
in
him.
But
I
don't
actually
think
that's
the
case.
The
case
is
more
that
he
didn't
have
a
good
emotional
stimuli
with
the
reading
so
that
same
day
we
gave
him
this
test.
A
We
showed
him
what
we've
been
developing,
which
is
called
wonder
stories
and
in
wonder
stories
we
had
the
kid
be
able
to
answer
questions
right
now.
It's
like
you
can
answer
seven
questions
in
about
a
five
minute
story,
so
there's
constantly
critical
thinking
and
there's
constant
interactivity.
It's
not
just
a
passive
story,
and
I
want
you
to
see
what
happens
when
you
read
wonder
stories.
A
I
did
a
test
with
lego,
where
I
told
them
that
they
needed
to
include
parents
more
with
their
building
instructions,
and
I
got
18
by
when
I
just
told
the
story
of
a
kid
who
really
needed
help.
I
showed
a
video
of
a
kid
with
that
skin
conductance
much
like
I
showed
a
video
to
you
guys
we
got
75
buy-in
now.
This
is
interesting.
I
told
the
same
story,
but
in
one
I
showed
the
data,
the
emotional
data
and
the
other.
I
just
told
the
story.
A
It
ends
up
being
the
case
that
we
don't
trust
emotional
stories
very
much.
We
want
that
data,
we
want
the
numbers,
but
when
you
just
give
me
an
emotion
without
the
numbers,
it's
really
hard
for
me
to
believe
it,
because
I'll
come
up
with
my
own
story
and
that
kind
of
comes
into
the
first
insight
I
wanted
to
share.
A
A
The
second
insight
I
want
to
share
with
you
is:
you
will
never
design
the
right
emotional
experience.
The
first
time
when
we
built
the
vacuum
cleaners,
it
wasn't
correct,
I'm
still
working
on
wonder
stories.
It
didn't.
Sometimes
it
works,
but
sometimes
it
doesn't.
We
have
to
keep
changing
things
over
and
over
again
to
figure
out
what
emotional
experience
works.
Customers
are
good
at
telling
us
when
it
doesn't
work,
but
they're,
not
necessarily
good
at
telling
us
how
to
fix
it,
and
so
you
have
to
keep
iterating
to
build
those
really
good
emotional
experiences.
A
Number
three
businesses
are
obsessed
with
happiness.
You
know,
I'm
sure
you
guys
have
some
happiness
index
about
what
you
want
your
customers
feeling,
but
I
actually
suggest
looking
at
different
emotions
because
happiness
as
you
can
tell.
I
never
put
that
in
there.
You
should
look
at
confidence,
attention,
understanding
and
play
number
four.
If
a
test
user
does
not
actually
need
your
product,
you
will
not
measure
accurate
emotions.
A
Number
five
measuring
emotions
add
the
much
needed
human
element
to
your
data
at
the
end
of
the
day.
This
is
what
I
want
you
to
take
away.
You
should
look
into
ways
of
measuring
the
emotions
of
your
customers.
There's
many
ways
of
doing
it
and
you're
gonna
be
incredibly
excited
about
how
I'll
help
you
innovate.
We've
ran
out
of
time.
I'd
love
to
keep
this
conversation,
going,
I'm
not
able
to
connect
via
this
way.
So
please
email
me
at
hedmanmedia.mit.edu.