Measuring Customer Experiences with Arousal



How can we better understand people�s emotional experiences with a product or service? Traditional interview methods require people to remember their emotional state, which is difficult. We use psychophysiological measurements such as heart rate and skin conductance to map people�s emotional changes across time. We then interview people about times when their emotions changed, in order to gain insight into the experiences that corresponded with the emotional changes. This method has been used to generate hundreds of insights with a variety of products including games, interfaces, therapeutic activities, and self-driving cars.