Former OIympic swimmer Dr. Elvira Fischer started her academic career at UCLA, where she received a BSc in Psychobiology and continued with a MSc. and a PhD in Cognitive and Behavioral Neurosciences at the Max-Planck Institute in Tübingen. Continuing as a neuroscientist and researcher she worked at various world leading facilities such as the Centre for Integrative Neuroscience (CIN) in Tübingen and the Danish Centre for Magnetic Resonance Imaging (DRCMR) in Copenhagen. With more than 15 years experience in neuroscience and human behavior research, Elvira joined iMotions in September 2016, where she works as a neuroscientist and product specialist to support clients like Harvard, Stanford, Unilever or BMW in their endeavour to utilize insights into human behavior and emotional responses. Working with iMotions’ state-of-the-art technology, she enables clients all over the world to drive innovative ideas and technological advances.
PRESENTATION: DRIVING INNOVATION THROUGH EMOTION ANALYTICS
How can we drive innovation into a meaningful and effective direction while utilising innovation in technology and research? How do we decide if progressive approaches will be successful rather than a failing concept lead by possibility and not plausibility?
Measuring emotional responses and non-conscious behavior is the key to understand the human experience of the world around us and in particular the interaction with the technology we are surrounded by. Whether it is the intuitive design of a website, the driver drowsiness detection in a car, or diving into the non-conscious mind of the consumer. Each aims to understand how users feel, perceive and act in context to a specific product.
By combining multiple wearable and non-invasive sensors, iMotions aims to target a more objective method on how to quantify human behavior. This expands classical methods such as surveys and focus groups, which are highly biased. Traditional methods give you little insight on how and why users respond as they do. Eventually, biometric data allows you to understand how users feel, perceive and act towards technology and its development as well as allows you to identify painpoints in an empirical and validated way. Let us explore together how
quantifying human behaviour and emotional responses through biometric measures can and will change the landscape of innovation and technology and how we can shape the future together.