InsightResearch

Access To Insight

By the time they think about and react to a perceived feeling,
people have already been influenced by conscious biases.
By building databases of collected biological reaction data,
we can make assumptions about the layers of latent insight
hidden deep within the mind or about the instantaneous reactions that people cannot recall after the fact.

SOOTH

Sensing technologies and multimodal data

To gain these insights, we collect data on reactions to certain stimuli through biological reactions. We believe that combining data on eye tracking, EEG, ECG, and GSR is an effective approach.

Method 01

Eye Tracking

We grasp where people are looking by tracking the angles of their pupils. We generate heat maps from this data, while also counting the duration and frequency of glances toward specific objects.

SOOTH Gaze Counter

By calculating how long gazes linger on people, products, logos, or telephone numbers, we can evaluate the effectiveness of videos. The Gaze Counter also allows for comparative analyses of the performance of such videos. (Transcosmos inc. uses this technology in its GAZE HACK service.)

Method 02

EEG Measurement

The reason for using biological reaction monitoring is to avoid the response bias that occurs with response-based research. We use the optimal devices and algorithms to readily obtain brain activity data while also maintaining accuracy in the data collected.

Method 03

Aggregation Automation and Operation UI Development

Collected data is immediately uploaded to the database, from which it can be restructured in a variety of ways for output at any time. Our user interface design is meant to visualize data in a way that makes it easy for even non-expert users to understand.

VR

  • Visual surveys

    Visual surveys

    For video, still images, and 2D designs

  • Product surveys

    Product surveys

    For product design and display methods

  • Spatial surveys

    Spatial surveys

    For building exterior appearance and interior design

  • Training

    Training

    For evaluating proficiency levels during simulation experiences

REAL

  • UI evaluation

    UI evaluation

    For assessing user experience for websites and systems

  • Compatibility evaluation

    Compatibility evaluation

    For job aptitude and compatibility recommendations using vital reaction.

  • Sensory analysis

    Sensory analysis

    Uses vital reactions to identify abilities that may lie under the surface

  • Viewing attitude analysis

    Viewing attitude analysis

    Revealing smartphone use and viewing attitudes in real space

All Works