Intelligent Feedback Solicitation


Emoi is an intelligent, non-intrusive way to solicit your user’s feedback. It helps one identify the details that you, as a company, product designer or user researcher, may be seeking, but without explicit questioning (through surveys or questionnaires). Emoi aims to quantify the qualitative aspects of customer and user research, allowing it to act as a proxy for observations that are considered vague and subjective otherwise. This quantification will not only facilitate objective decisions, but also prove to be the evidence when researchers propose feature improvements to engineering and management teams. The system observes the user’s physiology, while she is immersed in an experience, capturing fine details of her natural reactions. It then analyzes these reactions to infer user’s emotional state and visualizes it into a dynamic, interactive representation. As much tiring it is for the researchers to get accurate feedback, it is more so is for the customers, since the current practices warrants them to take time off of their actual priorities and go out of their way fulfill the feedback needs.

Because honestly, those awe-filled eyes when you feel inspired, that nose twitch when you cringe, and that smirk when you’re trying hard not to laugh, has a lot more to say than any 10 question page can handle.

Have you ever..

walked out of an event, completely in awe, only to be forced out of your bubble by a volunteer, standing next to the door, holding a bunch of leaflets, requesting everyone for feedback, Reluctantly, you take the leaflet, and start filling it out. You maybe still in the moment, but the need to express your awe, or excitement on that scale of 5, dampens you a little. You spend first couple minutes understanding the questions, the next couple on deciding in between a 4 and a 5, while hoping for a 4.5.

Problem Space

Over the years, asking people how they felt during an experience has not changed much, if at all. You are required to fill out a form, earlier on paper, now on the internet, asking you to put a number on your feelings, often between 1 to 5. Your customers do not have much of an incentive to provide feedback. Besides, questionnaires forces people to take valuable time out of their schedule. In current form, subtle human sentiments mostly get lost because we try to map them on to an absolute scale with no base line reference. Since conducted after the experience, it often requires users to rely on memory for answering the questions, & literature shows how memory is not often our strongest suite.  As people share opinions, biases may creep in and one’s pristine impression may not remain so. Sometimes, it is the need to ‘fit in’, that causes people to produce an expected reaction, as opposed to actual one.

So what if..

What if people don’t explicitly have to give feedback, but could let us know how they feel simply through natural reactions? What if we can capture the experience in terms more relatable like attention or affect or simply, happiness quotient?

Behind The Curtains

Most apparent way to judge how a person is feeling, is to observe their reaction (both voluntary and involuntary). Literature suggests many ways in which a person’s affective state manifests itself. The processing can be seen as simple 3 step approach: Capture, Process, Visualize