Page 97 - AC/E Digital Culture Annual Report

Finally, neuroculture uses eye-tracking glasses to obtain information on:• Patterns of visual attention: zones of visual interest. It registers the elements that attract most attention and those to which people’s gaze is drawn.• Patterns of exploration: visual journey of exploration. It captures how people explore the stimuli via their visual patterns.Speci c process of neurocultureThe latest neuroscienti c advances (Source: Antonio Damasio / Looking for Spinoza. Neu- rology of emotion and feeling) demonstrate the importance of the emotional response when taking decisions (for example, Damasio’s Looking for Spinoza: Joy, Sorrow and the Feeling Brain). The emotional response that stems from some- thing physiological is unconscious, uncontrollable and generates changes in the somatic state.This physiological response is produced before any process of rationalization kicks in, which involves analyzing the situation, environment or context. The feeling of emotion is the rational- ization of the physiological emotional response produced when an element of rationalization enters into the situation or context. These emotional concepts may not coincide.The emotional physiological responses can be measured objectively by using research methods originating from neuroscience. The results are complementary to other qualitative research techniques that allow information to be obtained on the feeling of the emotion.When we analyzed the possibility of making a system to measure the real impact of culture and art on people for the rst time, we looked into the proposals and technology.To our surprise, we found that nobody had considered that the methods used in neurosci- ence could be used to throw light on the impact of cultural activities.The latest neuroscienti c advances demonstrate the importance of the emotional response when taking decisions that are unconscious, uncontrollable and generates changes in the somatic state.Neuroculture is the rst global system that measures the impact of cultural products on the spectator. In order to do this, it uses the most advanced systems of neuroscience called eye tracking, IPS/ GPS and biosensors.The technology had been focused mainly on sectors such as audiovisual, medicine or retail.How do you quantify the value of culture?This is the question neuroculture seeks to answer.Six years ago, Professor Ximo Lizana and Maria Porto came up with an innovative idea bornout of the need for an accurate, believable, quanti able and analytical method of measuring the impact of art on the spectator, analyzing it from the departure point of data, rather than empirical or subjective perceptions of culture and how it enriches society.The patent of the original idea was registered by Aqualium and it was then decided that we would use 100% Spanish technology.In order to turn the concept into a reality, a strategic partnership was established betweenAC/E DIGITAL CULTURE ANNUAL REPORT 201797Smart culture. Analysis of digital trends