Marketing gadget can track brainwaves as you watch TV

The process of measuring your reaction to something is known as ‘quantitative neurometrics’ and it can be carried out as you watch a computer or television screen.

Measuring reactions: The EmBand, designed by San Francisco firm EmSense, can sense your brainwaves as you have reactions to watching something

The firm is launching its ‘in-home’ research panel employing the EmBand monitoring technology in an attempt to get better feedback on emotional responses.

The EmBand can also measure how much attention you are paying, or your ‘cognitive engagement’, by measuring brainwave activity, reported technology site Venture Beat.