There are several approaches in which audio or video can impact our brain and body. This has been studied since years by researchers. But now, even the Dolby Laboratories has been keenly performing their own analysis of how media can stimulate reactions in the viewers.
The Lab has shown a glimpse of how they are studying the reactions to what we are watching. The set up was such: Inside a temporary living room that is soundproofed, a female candidate was sitting on a leather couch. She was bearing a 64-channel EEG cap, which is a kind of bio-medical cap generally utilized to estimate the electrical activity produced by the brain neurons. A tracker was mounted on her wrist that calculated her galvanic skin response, that is, sweat, or heart rate. Also, a pulse oximeter was placed on her fingertip. A thermal imaging camera was pointing her.
There were 3 displays in the room coupled with almost dozen of speakers. One of the screens displayed a string of videos to the female sitting on the couch, whereas the other two displayed her real-time response data. Her heart rate was shown as dips and spikes on the right, whereas her reflection was shown as a glowy, thermal picture on the left.
At present, this is just a raw data, which was primarily for the show. But the team would be gathering it and then process it. Dolby, at present, has 40 skilled volunteers it alternates out and in of its labs, specifically, the ones who are all keen to enlighten the algorithms: What makes the viewer sweat, or causes their cheeks to blush? What sight in a movie results in a faster beating of heart? What makes them fall asleep?
As a result, this data can be useful for the company to produce media that can grab more attention of the audiences. Isn’t it?