Daily Research News Online no. 15233 - Former EmSense Employees Set up Eye Faster in US

Former EmSense Employees Set up Eye Faster in US

March 28 2012

In the US, four former employees of neuromarketing specialist EmSense have set up Eye Faster LLC; a new firm which will offer mobile eye tracking services and shopper research solutions.

The Walnut Creek, CA-based firm is led by Kirk Hendrickson (pictured), who developed his expertise in eye tracking and shopper research while leading EmSense's worldwide field operations, and while working in project management at MarketTools.

He is supported by former colleagues Andrew Boston, Chris Wagner and Scott McEachen, who all gained neuroscience and eye tracking experience while at EmSense.

Their new company offers outsourced field and data services, along with project management to support market research firms interested in incorporating mobile eye tracking into their research programs. Hendrickson says that Eye Faster enables clients to track eye movements and point-of-gaze during the performance of 'natural tasks', to provide new insights for in-store and points-of-purchase decisions and product/service evaluation.

He adds: 'Until now, adding mobile eye tracking to a research study has required a significant investment in hardware and the technical expertise required to field, code and analyze results. With Eye Faster, our goal is to make it easy to add mobile eye tracking on to an existing research approach, providing valuable insights beyond stated attitudes and preferences.'

Reports last September suggested that EmSense may be sold and/or broken up. At the time, the firm's former Chief Analytics Officer Elissa Moses confirmed to MediaPost that the company was 'going through a sales process', although no further announcement has been made since. She has now been appointed EVP for Neuroscience and Emotion at Ipsos, while her former colleague Mark Mallardi has joined neuro-insight specialist Buyology as EVP, Sales & Marketing.

Web site: www.eyefaster.com .