iMotions, Affectiva and Neuromarketing with Peter Hartzbech

Feb 21, 2025

Peter Hartzbech, Founder & CEO of iMotions, dives into the fascinating world of biosensor technology for behavioral research. He shares insights on using eye tracking, EEG, and facial analysis in diverse fields like academia and marketing. The conversation highlights innovative applications, like assessing product preferences through biometrics, and explores the integration of Affectiva's tools for enhanced facial metrics. Hartzbech also discusses the shift towards a SaaS model with webcam-based solutions, making data-driven research more accessible.

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INSIGHT

Multimodal Platform Reveals Hidden Behavior

iMotions is a multimodal biosensor software platform used across academia, consumer insights, and human factors.
Combining eye tracking, GSR, EEG, voice and facial analysis reveals behaviors surveys miss.

ANECDOTE

Fragrance Testing Beyond Surveys

iMotions helps brands test early-stage R&D like fragrances by measuring physiological reactions instead of relying only on surveys.
Facial expressions and EEG uncover emotional responses that rational surveys often miss.

ADVICE

Use Tests To Eliminate Losing Options

Use multimodal signals plus surveys to make more informed product decisions and to eliminate poor options.
Focus tests on weeding out losers to avoid costly market mistakes like the Tropicana redesign.

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This episode features Peter Hartzbech of iMotions, who discusses the company's biosensor software platform for studying human behavior. Key points:

iMotions provides a software platform that uses biosensors like eye tracking, galvanic skin response, EEG, voice analysis, and facial expression analysis to study human behavior in both academic and commercial research.
The company serves diverse sectors including academia, consumer insights, and human factors, offering tools for understanding human-to-human and human-to-machine interactions.
Imotions helps brands with early-stage R&D, packaging design, and shopper insights using techniques that go beyond traditional surveys to measure emotional responses.
By integrating Affectiva's technology, iMotions can now offer scalable solutions for market research, including facial expression analysis, head pose, and attention metrics.
Imotions is working towards a SaaS model where clients can easily conduct online studies with features like webcam-based eye tracking and respiration measurement.
The company focuses on providing high-quality raw data and proven methodologies, allowing clients to integrate various behavioral science concepts into their research.
iMotions has a strong global foothold in academia, working with more than 70 of the world's top 100 universities.

Show notes, text and video: https://www.rogerdooley.com/imotions-affectiva-hartzbech/

Peter Hartzbech is the Founder & CEO of iMotions, a company based in Copenhagen that specializes in biosensor software designed for the analysis of complex human behaviors. Driven by a desire to use technology to improve the world, Hartzbech established iMotions at the age of 25. The iMotions platform is used by over 1,300 organizations to study human behavior and cognition, diagnose neurological diseases, improve customer experiences and learning environments, and enhance overall human well-being. In October 2021, iMotions joined Smart Eye, a leader in Human Insight AI. Hartzbech is also a Business Angel Investor in start-ups and a founding member of the ByFounders Fund.