iMotions empowers researchers to explore, collect and analyze human behavior through modules divided into four central behavioral categories: Arousal, Emotion, Attention, and Cognitive. Discover how combining these insights provides a comprehensive view of emotional, physiological, and cognitive responses.

iMotions offers a powerful suite of biosensors and analysis tools that empower researchers to better understand human behavior, emotions, and cognitive processes. The data collected through these platforms is categorized into four essential behavioral categories: Arousal, Emotion, Attention, and Cognitive.

Each of these behavioral categories aligns with specific iMotions modules, creating a structured and efficient way to explore how people respond in various situations. Let’s take a closer look at what each category covers and the valuable insights they can provide.

1. Arousal Metrics

Arousal metrics measure the intensity of an individual’s emotional and physiological state. These insights are crucial for understanding how the body reacts unconsciously to various stimuli, revealing levels of excitement, stress, or relaxation.

iMotions offers several modules specifically designed to capture individual arousal metrics:

GSR (Galvanic Skin Response): Tracks changes in skin conductance, providing valuable insights into emotional arousal.
- Key metrics: Peaks Per Min, Peak Amplitude.
ECG (Electrocardiography): Monitors heart rate and variability to gauge both emotional intensity and physical arousal.
- Key metrics: Heart Rate Variability (HRV), Heart Rate.
Respiration: Observes breathing patterns, which can indicate heightened stress or a state of calm.
- Key Metrics: Breaths Per Minute, Respiration Cycle Duration

By combining these tools, researchers can gain a deeper understanding of how people react in various situations

2. Emotion Metrics

Emotion metrics focus on visible emotional cues, such as facial movements and changes in vocal tone. These metrics are particularly useful for understanding emotional states, moods, and patterns in social interactions.

iMotions offers specialized modules to track expression metrics:

Facial Expression Analysis (FEA): Uses facial coding technology to interpret emotions in real time, providing insights into feelings like joy, frustration, or surprise.
- Key metrics: Expression Duration.
Voice Analysis: Analyzes vocal characteristics — such as tone, pitch, and rhythm — to assess emotions and identify vocal biomarkers that may offer insights into mental or physical health.
- Key metrics: Valence, Intonation.

3. Attention Metrics

Attention metrics help researchers understand where individuals focus their visual attention, how engaged they are, and how they process information. This data is invaluable for studying interactions with digital interfaces, real-world environments, and virtual reality experiences.

iMotions provides several attention-tracking modules:

Screen-based Eye Tracking: Monitors gaze patterns on screens to identify focal points and areas of interest.
Mobile Eye Tracking (glasses): Tracks visual behavior in real-world settings, offering a more natural look at attention patterns.
VR Eye Tracking: Captures gaze direction and fixation points in immersive virtual environments, ideal for studying behavior in simulated spaces.
Webcam Eye Tracking: Expands research flexibility by enabling eye-tracking studies using standard webcams, ideal for remote research.

Key Metrics for all Eye Tracking Modules: Time To First Fixation (TTFF), Dwell Time.

4. Cognitive Metrics

Cognitive metrics delve into mental processes like decision-making, concentration, and cognitive load, giving researchers insights into brain activity and mental effort.

iMotions offers these cognitive-focused tools:

EEG (Electroencephalography): Tracks electrical activity in the brain to assess cognitive states such as focus, mental workload, and emotional responses.
- Key metrics: Frontal Asymmetry, Neural Synchrony (Intersubject Correlation).
fNIRS (Functional Near-Infrared Spectroscopy): Measures blood flow in the brain to evaluate cognitive engagement and mental effort. (Coming soon!)
- Key metric: Changes in Absorption.

Building Insights Across Behavioral Categories

By organizing the modules into four distinct behavioral categories, iMotions empowers researchers to strategically combine tools that unlock deeper insights. Adding one modality from each category introduces a new layer of understanding, revealing the full spectrum of physiological, emotional, and cognitive responses.

For example, a study exploring consumer purchasing behavior can gain richer insights by combining:

Facial Expression Analysis to measure emotional reactions
Screen-based Eye Tracking to track visual attention
GSR (Galvanic Skin Response) to measure arousal levels

Each addition reveals a new dimension of the participant’s response, providing a more complete picture of what drives decision-making.

Likewise, healthcare researchers may combine:

Voice Analysis to identify early signs of neurological conditions
EEG to monitor cognitive decline

By layering insights from different categories, researchers can create a more comprehensive understanding of behavior, improving both the accuracy and impact of their findings. This multimodal approach enhances studies across industries and academic fields, supporting breakthroughs in research and innovation.

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