Glossary of Terms

AI: Artificial Intelligence

The theory and development of computer systems able to perform tasks normally requiring human intelligence, such as visual perception, speech recognition, decision-making and translation between languages.

API: Application Programming Interface

A set of functions and procedures allowing the creation of applications that access the features or data of an operating system, application or other service.

Arousal

The physiological state and psychological state of being awoken or of sense organs simulated to a point of perception.

Augmented Reality

An interactive experience of a real-world environment where the objects that reside in the real world are enhanced by computer generated perceptual information, sometimes across multiple sensory modalities, including visual, auditory, haptic, somatosensory and olfactory.

Biofeedback

The use of instrumentation to mirror psychological processes of which the individual is not normally aware, and which may be brought under voluntary control.

Ecologically Valid

The ecological validity of a study is the extent to which the materials and settings of the study approximate to the real-world context that is being examined. When research has a high ecological validity, it means that behaviour recorded within the research can be applied to everyday life, meaning that the results offer a more accurate and truthful insight.

Haptic

The science and technology of transmitting and understanding information through touch.

Immersive Experiences

An immersive experience pulls a person into a new or augmented reality, enhancing everyday life (by making it more engaging or satisfying) via technology. Often one or more technologies are linked together to evoke emotion and imagination via the senses, to bring the viewer / visitor deeper into the ‘story’.

Somatosensory

Relating to or donating a sensation (such as pressure, pain, warmth) which can occur anywhere in the body, by contrast to one located at a sense organ (such as sight, balance or taste).

Valence

Or hedonic tone, is the affective quality referring to the intrinsic attractiveness (positive valence) or averseness (negative valence) of an event, object, situation or experience and can be characterised by specific emotions, for example: positive valence: Joy, negative valence: fear.

VR: Virtual Reality

The computer-generated simulation of a three-dimensional image or environment that can be interacted with in a seemingly real or physical way by a person using special electronic equipment.

XR: Or Cross Reality

The fusing of mixed reality environments encompassing a wide spectrum of hardware and software, including sensory interfaces, applications and infrastructures that enable content creation. With these tools, users generate new forms or reality by bringing digital objects into the physical world and bringing physical world objects into the digital world.

About us

Objective measures of
emotional responses and behaviour

Location

  • Emteq Ltd.
    Sussex Innovation Centre,
    Brighton BN1 9SB,
    United Kingdom