We measure people’s emotional involvement

A project that analyzes and measures emotions during live events, overcoming the limits of traditional systems.

Beyond traditional indices: a new frontier of measurement

In the current landscape, measuring event appreciation is mainly based on tools such as sentiment analysis on social media, monitoring trending topics or classic post-event surveys. These methods, although valid, only capture the surface of emotional involvement: even rating systems and statistical analysis, while providing valuable quantitative data, fail to reflect the emotional dimension of the experience.

Technology and research at the service of emotions

Developed in the Treviso research laboratories, the measurement of emotional involvement allows us to detect people’s emotions during live events. The technology used transforms subjective sensations into objective data, thus expanding the understanding of the lived experience.

Multidisciplinary knowledge and measurement tools

The beating heart of the project lies in its multidisciplinary research team, which combines the skills of psychologists, anthropologists and neuroscience experts. This synergy of professionalism allows the data collected to be interpreted with greater depth and completeness, going beyond simple numerical detection.

The objective measurement of emotional experience is based on an integrated system of detection technologies:

• Electroencephalography (EEG): records cortical activity with high temporal resolution, allowing mapping of neurological responses to stimuli
• Biofeedback: monitors physiological reactions such as heart rate and breathing
• Skin conductance sensors: measure changes in sweating, a key indicator of emotional state
• Face reader: analyzes micro-facial expressions to decode instant emotions
• Eye tracking: tracks eye movements to understand focus of attention and engagement

This combination of expertise and advanced technology provides an objective and reliable reading of emotions, transforming subjective sensations into measurable and comparable data.

A project destined to grow

Born as a pilot project, the measurement of people’s emotional involvement in live contexts is growing to become a national survey network.

Events under the magnifying glass

The system is already operational on several fronts, monitoring highly attractive events such as the #Sanremo2025 Festival, as well as the main events broadcast by public and private television channels, including Rai, Mediaset, Sky, La7, and streaming services such as Netflix, PrimeVideo, DisneyPlus, AppleTV and many others.

This exploration gives us a unique and profound insight into how emotions manifest themselves and how we can use this knowledge to design even more impactful live experiences.

Contact us to understand how this project can bring value to your events.