mindlab-physiological-banne2rPhysiological Responses

We measure facial muscle movement, skin conductance, heart rate, respiration and other physiological responses to stimuli.

These can be used to measure attention, emotion, arousal, stress and relaxation.

How does it work?


Facial EMG:

Electrodes are placed on certain locations of the face to measure changes in voltage caused by muscle contractions. These muscle contractions occur when we feel positive or negative emotions. For example, electrodes placed on the brow measure frowning. These muscle contractions can occur even in the absence of visible changes to facial expression, thus this tool is more sensitive to changes in emotion than facial recognition software.

Skin conductance:

Electrodes are placed on the fingers to measure changes in voltage caused by activity of the sympathetic nervous system. The sympathetic nervous system is our body’s arousal system. This tool can be used to measure emotional arousal. Thus while facial EMG tells you whether emotion is positive or negative, skin conductance tells you the intensity of emotional arousal. This tool can also be used to measure stress and relaxation.

Heart rate:

Electrodes are placed on the chest and torso (or arms) to measure changes in voltage caused by the heart pumping blood around the body. Heart rate and heart rate variability are affected by the both the sympathetic and parasympathetic nervous systems, and different metrics can separate these two effects. Thus heart rate can be used as measures of attention and arousal.

We also have the ability to measure pupil dilation, respiration and skin temperature.


These physiological measures can be displayed as time series line graphs to show changes over time to show exactly when these changes to emotion, attention and arousal occur in response to your communications. They can also be displayed averaged as easy to understand bar graphs. These are clearly interpreted and recommendations are provided.