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The Power of Integration: iMotions and Affectiva's New Behavioral Research Unit

In a significant move poised to redefine the realm of behavioral research, iMotions, a leader in software solutions for human behavior analysis, has announced the integration of Affectiva's Media Analytics into its offerings. This merger, which aims to establish a consolidated global behavioral research unit under the Smart Eye Group umbrella, opens new frontiers for commercial and academic researchers alike.

A Leap Forward in Research

Operating out of Copenhagen and Boston, iMotions has solidified its position as a powerful player in the behavioral research field. By fully integrating Affectiva, renowned for its pioneering computer vision technology that captures facial expressions, emotions, and reactions, the company looks to enhance its innovative capabilities. This merger is expected to facilitate greater access to comprehensive insights for brands, advertising firms, and market researchers that are keen on predicting the success of their sales and marketing strategies.

Peter Hartzbech, Founder and CEO of iMotions, emphasized the critical role emotions play in understanding human behavior. He stated, "Researchers increasingly understand the value and importance of emotions in understanding the drivers of human behavior." The integration aims to bolster the platform and provide researchers with a nuanced approach, integrating advanced technology that captures multi-dimensional data.

Strengthening Global Capacity

The integration is not a new development; Affectiva's products have been part of the iMotions platform for over ten years. However, the full organizational integration is a natural progression following the Smart Eye Group’s acquisition of both iMotions and Affectiva in 2021. Today, both entities together boast a customer base exceeding 1,000, with distinct strengths across various verticals.

From its Copenhagen base, iMotions has formed robust partnerships with over 70 of the top 100 universities worldwide, empowering revolutionary research and innovative student development. Simultaneously, Affectiva's offerings have garnered significant traction with major advertisers and Fortune Global 500 companies, utilized by over 90% of the top 100 advertisers.

Bridging Technology and Insight

Martin Krantz, CEO and Founder of Smart Eye, stated that this integration was a logical advancement for the company, enabling them to deliver even richer solutions to their behavioral research clients. With both iMotions and Affectiva working collaboratively, they are set to elevate technological innovation in behavioral analysis, resulting in more meaningful research outcomes.

Graham Page, managing director of Affectiva's Media Analytics team, echoed this sentiment, noting that the combined capabilities of the two organizations would present a unique opportunity for researchers to gain deeper insights into human reactions. "Combining iMotions' expertise in sensor-based measurement with Affectiva's AI and computer vision capabilities will allow us to deliver more powerful integrated research tools to a larger market," he added.

About iMotions and Smart Eye

Founded in 2005, iMotions has established itself as a critical player in human behavior research, serving a myriad of sectors including academia, healthcare, and corporate organizations. The company's mission is to deliver real-time, unbiased data that reflects emotional and cognitive behavior, powered by its integration of diverse sensor technologies.

Meanwhile, Smart Eye leads the field in Human Insight AI, utilizing its technology to facilitate better understanding and prediction of human behavior, with notable clients ranging from NASA to major automotive manufacturers. The growth of Smart Eye is fueled by its acquisitions of innovative firms like iMotions and Affectiva, which collectively aim to bridge the gap between human interaction and technological advancement for both safety and efficiency.

In conclusion, the partnership between iMotions and Affectiva is more than a merger; it represents a significant leap toward a more insightful understanding of human behavior, potentially transforming the landscape of research in the commercial and academic sectors.