- IMOTIONS SERVICES · CONSULTANCY
iMotions Services
From focused studies to complex global projects.
Commission research studies from our team of in-house behavioral research experts, who can support part of your study or manage it from start to finish, using the entire iMotions toolbox to answer your most critical research questions.
SELECTED CASES
Tencent China and the iMotions Services team collaborated to explore how players respond cognitively and emotionally to different video games, examining how experience level and gameplay scenarios influence engagement, motivation, and arousal.
The study compared advanced and novice players across two games and several gameplay tasks, including player-vs-player matches. EEG was used to measure cognitive workload and frontal alpha asymmetry (FAA), an indicator of approach or avoidance motivation, while GSR captured changes in emotional arousal.
NEOM Wellbeing worked with the iMotions Services team to evaluate four different essential oils and investigate the science behind their wellbeing claims.
The study explored whether each oil produced measurable responses associated with its intended benefit: boosting mood, increasing happiness, promoting relaxation, or supporting deeper sleep.
Using physiological and behavioral measures, iMotions Services helped NEOM capture objective evidence of participants’ responses, providing data to support and substantiate marketing claims around the effects of each essential oil.
reMarkable partnered with iMotions' Services to study usability and first-impression response to their device and software experience, using eye tracking to understand exactly where new users hesitated or lost their place in the interface.
The findings fed directly back into refining onboarding and interface clarity ahead of launch.
Podimo used iMotions to test how listeners engage with in-app content discovery and playback flows, combining screen-based eye tracking with facial expression data to see where attention and enjoyment lined up — or didn't.
That insight shaped changes to how content gets surfaced across the app
WHAT WE TEST
Five ways we turn your questions into evidence.
Each is its own discipline, with its own methods, and its expert on point.
UX & Usability
Investigate how your clients interact with digital content, and online shopping environments
TYPICAL SENSORS:
Eye Tracking, Facial Expressions, GSR
Shopper & Retail
Examine how customers behave in retail environments through subconscious emotional responses
TYPICAL SENSORS:
Mobile Eye Tracking, GSR, EEG
Packaging
Get deeper insight into consumer perception and design effectiveness of your product packaging
TYPICAL SENSORS:
Eye Tracking, Facial Expressions, EEG
UX & Usability
A user experience can work perfectly on paper and still create confusion, friction, or cognitive overload in practice. UX and usability research adds behavioral measures to understand how people navigate, process information, make decisions, and respond while interacting with digital products and interfaces.
Eye tracking captures visual attention and interaction patterns, while EEG and facial expression analysis can reveal cognitive workload, engagement, and emotional response throughout the user experience.
Typical Sensors
Eye Tracking · EEG · Facial Expression Analysis
Types of UX & Usability Tests Conducted
User Experience Testing · Cognitive Workload Testing · Interface Comparison Testing · AI & Chatbot UX Testing · Learning & Interaction Testing · Content Comprehension Testing
Shopper & Retail
Shopper & Retail
Shoppers rarely walk you through their own decision-making in the aisle — most of it happens below conscious awareness. Shopper & Retail research captures that in the moment, in a real or simulated retail environment.
Mobile eye tracking shows what’s actually seen versus missed on shelf, while GSR and EEG reveal the emotional and cognitive load behind a purchase decision as it’s being made.
Typical Sensors
Mobile eye tracking, GSR, EEG
Packaging
A package has to catch someone’s eye, communicate what the product is, and stand out alongside competing options. Package testing shows how people respond to a design when they encounter it, whether on a shelf, in a digital mockup, or in their hands.
Eye tracking reveals which elements draw attention and whether key information gets seen. Facial expression analysis and GSR can add insight into emotional responses, and EEG can help determine cognitive workload, helping teams compare designs before choosing one for launch.
Typical Sensors
Eye Tracking · Facial Expression Analysis · GSR · EEG
Types of Package Tests Conducted
Package Design Testing · Shelf Standout Testing · Label & Claims Testing · Competitive Packaging Testing · Concept Comparison Testing · Product Handling Testing
Sensory
Unterstand consumer responses to sensory stimuli - from fragrance, aroma food, and more.
TYPICAL SENSORS:
Facial Expressions, GSR, EEG
Advertising
Examine how audiences respond to advertisements through measures of attention, emotional response, and engagement.
TYPICAL SENSORS:
Eye Tracking, Facial Expressions, GSR
Not sure which fits?
We have the expertise and capacity to take on most types of studies - tell us what you are trying to solve.
GET IN TOUCH
Sensory
Taste, scent, and texture can trigger fast, often involuntary responses that are difficult to capture through self-report alone. Sensory research combines what people say with physiological measures to reveal how products are actually experienced.
Facial expression analysis captures immediate emotional responses, while GSR and EEG measure changes in arousal and engagement, adding objective behavioral data to sensory testing and product evaluation.
Typical Sensors
Facial Expression Analysis · GSR · EEG
Types of Sensory Tests Conducted
Fragrance & Scent Testing · Taste & Flavor Testing · Texture & Tactile Testing · Product Preference Testing · Comparative Sensory Testing · Product Formulation Testing
Advertising
Before clicks, views, and conversions, an ad first has to capture attention and create a response. Advertising research measures how people actually engage with creative, helping identify which formats, messages, and executions resonate before or alongside traditional campaign metrics.
Eye tracking reveals what captures and holds visual attention, while facial expression analysis, GSR, and EEG add measures of emotional response, arousal, and engagement across ads, formats, and media platforms.
Typical Sensors
Eye Tracking · Facial Expression Analysis · GSR · EEG
Types of Advertising Tests Conducted
Ad Effectiveness Testing · Creative Testing · Visual Attention Testing · Emotional Response Testing · Ad Memorability Testing · Cross-Platform Ad Testing
MEET THE TEAM WITHIN THE GLOBAL TEAM
It Takes A World-Class Team
To build and support the world’s leading behavioral research software
The iMotions Services team brings that expertise directly to your project, drawing on the full capabilities of iMotions to combine industry-leading behavioral research, cutting-edge technology, study design, data collection, and analysis to take on your most ambitious research questions.
The Services Team is:
- Ariadna Hidalgo: Services Team Lead
- Martina Sansone, PhD: Services Specialist
- Siming Yu: Services Specialist
- Graham Page: EVP, Commercial Research and Innovation
Research Anywhere, With the Right Participants
Whether your study calls for in-person fieldwork or remote testing across markets, iMotions Services can adapt the research to your question.
The team can work with global panel providers or your existing recruitment partners to reach the participants your study needs.
- Run in-person or remote studies
- Test campaigns and compare variants across markets
- Recruit through global panels or your existing partners
HOW WE WORK
Three ways you can bring in outside expertise.
Full engagement, design-only support, or analysis of data you've already collected.
01 — End to end
Full Service
We run the entire study, from scoping to final report.
- Consultation & bespoke study design
- Fieldwork with the full iMotions toolbox
- Plain-language report with recommendations
- Follow-up support to apply the findings
02 — Design only
Partial Service
You run fieldwork; we make sure the study itself holds up.
- Study design consultation
- Qualitative, quantitative, or mixed-methods design
- Applicable to online or in-person research, anywhere
03 — Analysis only
Data Analysis
You already have the data. We find what it's telling you.
- Pattern and trend analysis on existing datasets
- Actionable, decision-ready reporting
- Approach customized to your data's structure
- No re-collection needed.
HOW IT WORKS
From question to report in three steps.
01
Consultation & study design
We understand your objectives and design a bespoke study, choosing the right methods and tools to capture what you actually need.
Transparent methods & software
02
Field work
We collect data using biometric research, eye tracking, facial expression analysis, and more, thorough and tailored to your question.
03
Analysis & reporting
We compile clear, actionable insights with recommendations, then support you in putting them to use.
RESEARCH TOOL OVERVIEW
The Full iMotions Services Toolbox
| Environment | Description | Platform |
|---|---|---|
| In-lab | Controlled, high-precision testing with the full range of biosensors | iMotions Lab |
| Online and remote | Participants take part from their own devices, anywhere in the world | iMotions Online, iMotions Lab - Remote Data Collection |
| In-store and field | Wearable and mobile research in real-world settings | iMotions Lab |
| Virtual reality | Immersive virtual stores, products, and scenarios | iMotions Lab |
| Simulators | Driving, flight, and other realistic simulated environments | iMotions Lab |
| Modality | What it measures | Available in |
|---|---|---|
| Eye Tracking – Screen-Based | Where people look on a screen, and for how long | iMotions Lab |
| Eye Tracking Glasses | Visual attention in real-world environments | iMotions Lab |
| Eye Tracking VR | Visual attention inside virtual environments | iMotions Lab |
| Webcam Eye Tracking | Visual attention via a standard webcam | iMotions Lab, Remote Data Collection, iMotions Online |
| Automated AOI | Automatic tagging of areas of interest | iMotions Lab |
| Facial Expression Analysis | Emotional expressions, valence, and engagement | iMotions Lab, Remote Data Collection, iMotions Online |
| Facial Expression Analysis - Multiface Analysis | Facial expressions of several people at once | iMotions Lab |
| Voice Analysis | Emotional and acoustic cues in speech | iMotions Lab, Remote Data Collection |
| EDA / GSR | Skin conductance as a measure of emotional arousal | iMotions Lab |
| ECG | Heart activity, heart rate, and heart rate variability | iMotions Lab |
| Respiration | Breathing patterns via sensor | iMotions Lab |
| Webcam Respiration | Contactless breathing rate and patterns | iMotions Lab, Remote Data Collection, iMotions Online |
| EMG | Muscle activity | iMotions Lab |
| EEG | Brain electrical activity | iMotions Lab |
| fNIRS | Blood oxygenation in the brain | iMotions Lab |
| Motion Capture | Body movement and kinematics | iMotions Lab |
| GPS | Location and movement | iMotions Lab |
| Surveys | Self-reported responses synced to biometric data | iMotions Lab, Remote Data Collection, iMotions Online |
| Speech-to-Text | Transcription of spoken responses | iMotions Lab |
| Output | Description |
|---|---|
| Attention metrics | Dwell time, time to first fixation, and areas-of-interest analysis |
| Heatmaps and gaze paths | Static and dynamic visualizations of where people looked |
| Emotion and arousal timelines | Moment-by-moment emotional and physiological response curves |
| Individual and aggregate replay | Synchronized playback of all data streams per participant or group |
| Signal processing | Transparent, documented processing of GSR, heart rate, EEG, and other signals |
| Statistical analysis | Group comparisons, significance testing, and advanced modeling |
| Benchmark reports | Performance compared against market and category norms |
| Reports and recommendations | Clear findings with actionable recommendations, plus image and video exports |
| Methodology | What it answers | Typical modalities |
|---|---|---|
| Ad and creative testing | Which creative performs, and where attention or emotion drops | Facial expression analysis, eye tracking, respiration, surveys |
| A/B and multi-version testing | Which version of an ad, page, or product wins | Any combination of modalities |
| Early-stage AI screening | Which rough cuts deserve further human testing | Predictive AI Benchmarking |
| Entertainment and trailer testing | Where audiences engage, peak, and disengage | Facial expression analysis, eye tracking, surveys |
| UX and website usability | Where users struggle, hesitate, or get frustrated during tasks | Eye tracking, facial expression analysis, EDA/GSR, screen recording |
| Sensory testing | How consumers respond to fragrance, flavor, and texture | EDA/GSR, facial expression analysis, ECG, EEG, voice analysis, surveys |
| Claims testing | How consumers respond to product claims beyond what they say | Biometrics combined with self-report |
| Shopper and point-of-sale testing | What shoppers notice at the shelf and in store | Eye tracking glasses |
| Packaging and product design | Which designs attract attention and positive response | Eye tracking, facial expression analysis, EDA/GSR |
| Brand perception | What emotional associations a brand triggers | Facial expression analysis, EDA/GSR, EEG, surveys |
| Interviews and think-aloud | What participants feel while describing their experience | Voice analysis, speech-to-text |
| Human factors and workload | How people cope with demanding tasks and environments | EEG, fNIRS, ECG, respiration, motion capture |
| Benchmarking against norms | How results compare to category and market norms | Media Analytics, Predictive AI Benchmarking |
| Platform | What it is | Best for |
|---|---|---|
| iMotions Lab | Desktop research suite that synchronizes multiple biosensors in one study | Controlled lab, field, VR, and simulator studies needing high precision |
| Behavioral Research Online (iMotions Lab) | Browser-based custom studies run on participants' own devices through iMotions Lab | Remote creative, image, and website diagnostics across markets |
| Media Analytics | Respondent-based video ad testing with global benchmarks | Ad and trailer testing against 100,000+ tested ads by market and category |
| Predictive AI Benchmarking | AI prediction of Attention, Expressiveness, and Valence, with no respondents needed | Fast early-stage screening of video creative |
| Remote Data Collection | iMotions Lab add-on for collecting data from participants remotely | Lab-grade study designs with online respondents |