Our technology

We use a range of sensing techniques including electrical facial muscle activity, heart rate features, head movement and eye tracking with frequencies up to 1000 times per second to identify emotional and stress response to stimuli. Our cloud AI engine translates that information and provides insights into emotional state & response on demand.

Our approach

Our approach to quantifying emotional responses is to use continuous interpretive systems such as the Dimensional Model, which considers both valence (positivity and negativity) as well as arousal (activation of the sympathetic nervous system). emteq lab’s object tagging system captures context (stimulus) combined with individualised response measures, allowing application of both Evaluative Space and Constructed Emotion models.

Perceptions of positivity and negativity

Perceptions of positivity and negativity associated with a stimulus are fundamental mechanisms that underpin much of our emotional experience. Depending on context, positivity will be indexed via relative activation of the zygomaticus major muscle (associated with smiling) whereas negativity is represented by activation of the corrugator supercilii (associated with frowning). The relative activation of each muscle group is measured to understand the unconscious generation of emotional experience as an adaptive, nuanced and flexible system.

Virtual Reality presents a unique way to understand and measure human reactions by monitoring behaviours and responses to known stimuli. As such, it offers a more cost-effective way to generate ecologically valid environments for research.

About us

Objective measures of
emotional responses and behaviour


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