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The complex of devices by Neurotrack.tech is a set of equipment that includes various sensors, a helmet, and eye-tracking devices (the set may vary depending on the research). The team has assembled a working device in the form of a “smart helmet,” with various sensors and software, with the help of which it conducts neuromarketing research, tests different hypotheses, and fulfills commercial orders. Scientists in the field of neurophysiology also cooperate with the company: Sergii Tukaev, a senior researcher at the Institute of Biology and Medicine of the National Taras Shevchenko University of Kyiv, Sergii Danilov, a candidate of biological sciences and an EEG and iitracking expert, and Viktoria Kravchenko, a candidate of biological sciences. Hereinafter all photos by Olha Zakrevska / AIN.UA Co-founder of the company Vitaliy Miniaylo. The team has eight developers in the field of neural networks and ML. The company’s co-founder is now writing a thesis on the theoretical and methodological foundations of creating artificial intelligence systems at the Kyiv Polytechnic Institute. It was supposed to be a product that encompasses neurophysiology, marketing, and neural networks. We began to piece together hardware, software, and so on to combine all this into a single complex,” says Vitaliy Miniaylo, co-founder of the IT company Neurotrack.tech. Then we decided to try neuromarketing: it turned out that almost no one in Ukraine does it. For example, our team has been making YouTube videos trending since the dawn of the platform. At the same time, we had and still have a strong R&D team with extensive experience in content promotion. “We’ve heard about neuromarketing before, but in a rather abstract way.
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It is done using eye-tracking and other biometric data (you can read more about the scientific side of neuromarketing research here).Īccording to the company’s co-founder, the idea came about when the Neurotrack.tech team was looking for how to accurately measure the effectiveness of the interface when developing a website or application for a customer.
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For example, the well-known game development corporation Valve ( Counter-Strike, Dota 2, Left 4 Dead) works with OpenBCI and Tobii to read the emotions of players who are testing games. Globally, many companies use neuromarketing, that is, the assessment of feelings and user engagement in a product using their physiological data. AIN.UA visited the company’s office, tested the device, and tells how it works. This practice is called neuromarketing, and, globally speaking, it is nothing new however, in Ukraine, according to CEO and co-founder of the company Vitaliy Miniaylo, his team is the first to try to do this. The Ukrainian company Neurotrack.tech is working on a device that will allow reading reactions and engagement of users in advertising, games, and their experience on online store sites.