Hypernetec

Sensum CEO and Co-Founder, Gawain Morrision, explains some of the basic concepts behind Sensum’s software platform and outlines the benefits that biometric data capture offers to brands and consumers. Who are Sensum? Sensum are a Belfast based start-up spe­cial­ising in bio­met­rics, Neur­omar­ket­ing and sensor-based data capture from wearable devices. Currently Sensum’s software captures heart-rate and GSR (galvanic skin response) data and parses it to Sensum’s software. The Sensum app (designed for Android), provides a com­pre­hens­ible graphical display to the user. What is Neuromarketing? Neur­omar­ket­ing uses ideas derived from Plato’s chariot-drawn-by-two-horses philosophy. One horse rep­res­ents human emotion (System 1) and the other human reasoning (System 2). In a market research context, the system aims to assess consumer decisions as relying on either System 1 or System 2. Neur­omar­ket­ing blends aspects of neur­os­cience, economics and marketing. Sensum’s approach grows out of the inter­s