Title	WHAT EMOTIONS REPRESENT ON OUR DAILY LIFE
Product/Service	SOCIOGRAPH
Category	A01. Innovative Technology (incl. standalone solutions not in association with a brand or creative campaign)
Entrant Company	SOCIOGRAPH NEUROMARKETING Palencia, SPAIN
Advertising Agency	SOCIOGRAPH NEUROMARKETING Palencia, SPAIN
Advertising Agency 2	ICON MULTIMEDIA Palencia, SPAIN

Name	Company	Position
Enrique Hornos	Sociograph Neuromarketing	Chief Executive Officer
Elena Martín	Sociograph Neuromarketing	Chief Operating Officer
José Luis Martínez Herrador	Sociograph Neuromarketing	Chief Innovation Officer
Rafael Hornos	Sociograph Neuromarketing	Chief Technology Officer
Juan Carlos Martín	Sociograph Neuromarketing	Chairman
Daniel Ramos	Sociograph Neuromarketing	International Manager
Nuria Barcia	Sociograph Neuromarketing	Marketing Manager
María Ángeles Fernández	Sociograph Neuromarketing	Research Manager
José Enrique Puente	Sociograph Neuromarketing	Data Scientist
María Llamazares	Sociograph Neuromarketing	Executive Manager

The Brief

Sociograph is a Spanish innovative neurotechnology patented and developed at the headquarters of the University of Salamanca by José Luis Martínez Herrador Professor of Developmental Psychology. The development of this technology came into reality after a bet between two professors to prove whether the public juries were influenced by what happens in the rooms. This neurotechnology is composed by two devices: a central unit and individual wristbands. So the electrodermal activity (EDA) is measured through two sensors connected to the middle phalange of the index and middle finger of an individual. Why is this technology so attractive? This is able to measure the attentional and emotional levels (EDA) of a group of people at a time. Moreover, it is a non-intrusive, portable, and wireless technology with high ecological validity. Thus, studies are carried out in real environments without needing to create unreal situations or environments, and data is collected in real time. Unlike other type of neurotechnologies, Sociograph provides a quantitative approach, thus the subjective relationship of each member of a group and the cause of the stimulation itself can be determined and quantitatively established. The representativeness is not an inconvenience in the studies, since it works with big groups at the same time. The engineering team is formed by two local IT companies which maintain and supervise the maintenance of such technology. The stage of the technology is at a maturity phase, and this is being applied to market with great results. Eventually, new fields of application and researches are currently being developed by the investment in R + D +I, being our focus the implementation of Sociograp within therapies for Alzheimer's patients, people with Autism among other mental disorders.

Sociograph is a new and innovative technology which studies human behaviour. It is composed of two devices; a central unit and a group of individual wireless wristbands. The former processes the dada directly sent by the wristbands and generates graphs of the levels of attention and emotion. Nevertheless, graphics of individual can also be shown, although the main characteristic of this technology is to obtain the graphic of the group as a whole unit. This device uses an exclusive software, collects and processes the data in real time, and this data can be exported in different formats and computer systems. The latter is composed of a main device placed on the wrist of each participant and two electrodes connected to the middle phalange of the index and middle finger. Each of two sensors collects the electrometrical activity of skin caused by the physiological reactions of each individual and then, this information is sent to the central unit. Besides, these wristbands are not intrusive; insomuch as, after 20 seconds, people do not realize they are being monitored. This technology is run by an international firm, whose name comes from the technology. Finally this technology has not be granted by any investment, all the costs has been borne by the inventor, the company which provides its services and the IT companies. Thanks to this technology, the impact of a message can be quantified and evaluated scientifically, objectively and uniquely. This allows clients to know how much impact causes their products, audiovisual materials or discourses. Further, the studies are carried out in real environments without creating unreal situations or environments as this technology is wireless, portable and non-intrusive. Eventually, Why is this relevant? Data collected with this technology allows clients to improve their effectiveness and engagement on their products.

We live in a world increasingly saturated with information. We are subjected to thousands of stimuli and messages on a daily basis. But, how can we know the real impact of messages objectively? Sociograph is the solution. It is influencing industry in the sense of getting that our clients increase their profits as they are knowing the quality of their content or product together with their engagement on the audience. So it helps companies to boost and improve their products, brand image, packaging, series or films among others. Above all, Sociograph has been used in the audiovisual and music sector. It is currently used to test the new series of fiction broadcast by Mediaset, an Italian-based mass media company which is the largest commercial broadcaster in Spain as well as selecting the new single of David Otero a famous Spanish singer . We have recently work at Seminci (International Film Festival of Valladolid) and ValetudoDVD (short-film festival). Sociograph has also proved how the brain of Alzheimer’s patients becomes activated when they are looking at family photos, and whether music hve more impact in blind or sighted people. Eventually, we have also tested advertising campaigns such Correos, or Pepe Jeans .