I'm Jeremy Pincus.I am the director of research and strategy,here nice of our marketing intelligence,and I am also the director of the neural lab here.So,Isobar is a very kind of wide ranging digital agency,how they deals with strategy intelligence,us testing of course but also all the technical side of it actually creating digital experiences digital properties digital assets of one kind or another.part of our impetus.We're developing a biometric capability,The fact that we independently come up with the solution to the sort of can't say won't say problem of market.that is you know people either can't say they simply don't know the vocabulary,I can't articulate how they feel they simply are weird how they feel are the wonts a problem if the sensitive subject.So we create a thing called MindSight,is a rapid image rapid exposure rapid response technique got level reactions.I do motivational system but what we needed was a way to tie that overall finding.a moment to moment stimulus,no real time time locked a way of measuring it.and biometrics for the perfect gadget.For years we kind of struggled with you know how do we get a biometric,new measurement into our work and we experiment with lots of different options we had experimented with you know I'm lying I tracking visa providers of that is online you know a facial coding in the rest.It's fine , we wanted was to go much deeper.We really needed something that was going to allow us to bring in things like eeg and gsr.things you really need to get from respondents body it's really kind of break through some of the and get something this much deeper and much harder to control we used it in the past to kind of.Discount sometimes people stated enthusiasm for something if visit disconnect between what they are safe your voice is doing and with their faces showing.probably the most important thing that emotions does for us all these were in sensors platform.It just facilitates analysis i've worked in labs you know I have experienced training.we use one program for systems presentation,another one for measuring a series of biometrics vid yet another one to look at eye tracking.the other ones and then you'd have to do a lot of data manipulation,you have to bring it into matlab.I think I used five different programs,not counting the other ones already mentioned,just to get the data analyzable.and even then it was merely focused on sort of overall metrics for the entire experience not really tying it to a moment in time you know imotions has been a game changer sort of big picture this is one of the ways that marketing research moving from a kind of you know dialectical you know sort of question and answer format nothing that's much more sort of evidence based not subject to you know how someone was feeling with that moment it's gonna be much more kind of in the meantime we're sort of in both worlds I think it's a great adjunct to a sort of we move as an industry from sort of the old way to the new way.you know we'll never really be done asking people questions I think.but you know the way we do it and the way we integrate those things I think is changing.