Local Firm Collects Emotional Data to Help Steer Companies' Ads

A local firm has spent the last four years researching and developing technology that can analyze copious amounts of emotional data – information major companies then use to tailor their messaging to the public.

Blue Bell, Pa.-based BehaviorMatrix has a foundational patent around this technology, which CEO Bill Thompson said only went to market in the last year.

Before that, Thompson said the operation was largely funded by several high-profile, wealthy angel investors.

"We've been making sure, which was my requirement, that if we’re going to go out and do something, I want to have this scientifically verified," Thompson said. "I want to withstand anyone who will come in and test it against any other data system on the market and I want it to be quantifiable. We didn’t rush this thing out the door."

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