Hybrid neuro-ai platform for decoding consumer emotion
A cutting-edge hybrid neuro-AI platform designed to decode consumer emotions and responses during product interaction. Utilizing EEG and AI, it maps neural markers to design features, offering insights into consumer preferences and behaviors.
Overview
The Hybrid Neuro-AI Platform developed by West Virginia University is designed to revolutionize consumer testing by accurately decoding consumer emotions and responses during product interactions. By leveraging EEG technology, this platform captures neural markers like attention, cognitive effort, and affective conflict in real-time. These signals are then processed by advanced AI models to create interpretable insight maps that reveal which design features evoke delight, confusion, stress, or trust. This innovative approach enables companies to understand consumer preferences and optimize product designs effectively.
Technical specifications
Key features:
- Utilizes EEG to capture high-resolution neural markers during product handling
- Incorporates GSR and motion capture data for comprehensive context
- AI models translate time-series signals into actionable insights
- Insights link neural responses to consumer behaviors such as preference and willingness-to-pay
This platform supports pilot testing of product and package variants, allowing companies to make data-driven design decisions based on genuine consumer feedback.
Technology readiness level
Currently at TRL 3, this technology is in the active development phase with ongoing validation plans. Future phases will include pilot testing with defined use cases and consumer segments, preprocessing of collected signals, and training of AI models to ensure robust and reliable insights that align with consumer self-reports and behavioral choices.
About West Virginia University
West Virginia University is a comprehensive public land‑grant research university headquartered in Morgantown and serving the state through academics, research, and outreach. For industry, a statewide Extension network provides on‑the‑ground access to communities, facilities, and field sites, while an integrated academic medical center and health system enable clinical research and translational partnerships. The university connects corporate R&D with talent through co‑op and internship pipelines and applied engagements. Research is supported by competitive federal funding from agencies such as NIH, NSF, DOE, and USDA. WVU’s Office of Innovation and Commercialization manages IP, licensing, and startup pathways to provide a clear entry point for collaboration.
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