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Howe er rance Telecom is not a partyto this dayoIn June and July uel consumption is bullishEach option has its ad antages and disad antagesStrategic ailureAnother lesson o the day JAny Recruiter knows hire a new employee represents a bet on the utureYou proposed a tax on inancial transactionsWe cannot wait or another crisis to cooperateThat was reiterated by Michaël Boukobza CEOIt is ne er too late to emulate the British pragmatismThe agglomeration community o Grenoble lose 30 o its tax baseBetrayed by her pupils... Sur ers sitting in ront o his computer screen or the " ooteux" Droopy on his couch rom his T cannot now hide the real interest in their a orite program. Watch the bottle o ruit juice by ad ertising or generous chest o the young woman wearing the so t drink They admire the eet o Zidane set or shed look stressed to the Bulletin Board These questions which are not lacking to arise, the ad ertisers and broadcasters can now recei e an objecti e response. A ter three and a hal years o research, a pro essor at the ree Uni ersity o Berlin ( U), lorian Kerkau, has de eloped a system to objecti ely measure the e ect o media and isual products on users. This new biometric procedure, with the "mild" name o Mental-Workload-Analyzer (MWA), measure the reaction o the wards o the couch and other enthusiasts o the can as.
"Pupils react to light and the emotional and mental human processes, summarizes lorian Kerkau.". The di iculty it asked me 18 months o work was to distinguish the mo ements o the eye due to the ambient brightness o those caused by emotions. "The system unique in the world established by the German researcher is initially not ery impressi e. An in rared camera placed just below the T or computer screen tracking e ery mo ement o the outlet located in the centre o the iris. A large computer then read ery many statements made during the experience. " or a 30-minute ilm, approximately 1 million in ormation must be taken into account or each indi idual analyzed." or a normal in estigation, we use an a erage 30 guinea pigs. You there ore need a power ul calculator to interpret all these data. "I simple tests on a promotional spot or about thirty seconds can be analyzed in real time, the indings o a more comprehensi e study may apply two to three weeks o work. The main problem o lorian Kerkau is to the conclusions o these analyses comprehensible to the man in the street. "I o ten uses a scienti ic ocabulary does not include the company bosses," says the researcher with a smile. So, I must make my system more easy to access.
"Big Brother" in rared
Pri ate companies howe er were not long to see the bene its that they could draw such a system. The emotional e ect o a broadcast or an ad ertising spot can interest Internet and ad ertising agencies and producers o cinema and tele ision. Internet users ind easily what they are looking or a site At what point the brain goes into alert during a tele ision program What part o a commercial spot holds the attention o the iewer The "Big Brother" in rared is now able to detect all o these elements.
The MWA is marketed or six months by the Goldmedia Berlin society led by a scientist who teaches also at the ree Uni ersity o Berlin. "They do business with our system and they pay a portion o the money they recei e in our laboratories, welcomed lorian Kerkau.". E eryone is winning in this case. "The irst customers o the new biometric procedure are designers on the Web sites and so tware programmers. Other companies are howe er beginning to look closely at this new analysis tool. " or the moment, all our clients are German but we soon hope to sign contracts with American and British companies, re eals the Berlin researcher." I am ery optimistic about our uture because the reactions o the irst users o our system are excellent. "To know the truth, ad ertisers and producers will soon simply watching in the white o the eyes o consumers...
