Emaww Story and the Genius of Manfred Clynes

Emaww is a non-intrusive emotion AI that analyzes gestures to accurately detect emotion and understand user experience.

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by Alicia Heraz

5 min read

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Emaww is a non-intrusive emotion AI that analyzes gestures to accurately detect emotion and understand user experience.

You haven’t heard this here first, but — smartphones are an integral part of our lives.

From the minute our alarm goes off in the morning we touch our phones and ‘login’. We open up our email or Slack channel, do a quick guided yoga session, book an Uber to work (or track our steps), scroll through Instagram, chat with friends and family, listen to music and so much more; We learn new languages, buy furniture, order groceries, swipe right on potentially cute dates, book vacations, meet our virtual doctor, meditate and bank. The list is literally endless! We connect, grow and augment our lives by way of clicks, scrolls and taps on our screens, trackpads and mice.

We connect, grow and augment our lives by way of clicks, scrolls and taps on our screens, trackpads and mice.

Our Story

The philosophy behind Emaww’s mandate comes from the work and legacy of Dr. Manfred Clynes and his theory of movement as a vessel for emotion. In the 1970’s, Dr. Clynes discovered discernible patterns in the expression of emotions through movement. Emaww CEO, Dr. Alicia Heraz worked under the tenured mentorship of Dr. Clynes for many years to absorb his expertise in the way emotions are expressed through body movements.

Dr. Clynes insight and guidance helped Dr. Heraz adopt and combine this theory with her knowledge in software engineering and artificial intelligence to develop ground-breaking algorithms that map emotions by way of gestures on touchscreen devices.

Our Science

Emaww’s patented algorithm analyzes gestures only with +95% accuracy. Our software does not record users' eyes, voice or face. Gestures are analysed based solely on the way users connect with their screen, mouse or trackpad while interacting with content online.

Emaww’s patented algorithm analyzes gestures only with +95% accuracy.
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When we’re frustrated with a login button that won’t work, or baffled by an irrational rant on social media, this translates in our reactive gestures. The way we touch our screen, mouse or trackpad reveals our emotions. Our excitement while browsing the online Zara sale translates as we tap eagerly on promo codes. The boredom that ensues while reading a long-ass article about the benefits of staying organized translates as we scroll lethargically through the text. We express our emotions in the way we browse and absorb digital content. A detailed study of this research is published in the Journal of Medical Internet Research.

We express our emotions in the way we browse and absorb digital content.
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What data does Emaww collect from users?

Any business or organization that incorporates Emaww’s emotion AI in their analytics is required to ask for end-users’ consent via cookies before collecting and using their data. Once the user permits, their gestures’ data is collected to better understand their likes and dislikes allowing businesses and organizations to optimize their content and improve their design to please users and enhance their overall emotional experience.

Our Business

Our unique emotional indexes, highly granular emotional insight and improvement recommendations will help you develop strategy, foster growth, reduce churn and increase conversion.

Our unique emotional indexes, highly granular emotional insight and improvement recommendations will help you develop strategy, foster growth, reduce churn and increase conversion.

At Emaww, we believe that if users can share their naturally occurring and instantaneous emotions through their gestures; their favourite apps and websites can provide them with rich, targeted experiences that are emotionally aligned to their predispositions and preferences without invading their privacy.

As users, none of us want boring or stressful experiences. At the same time, we do not always send a message to customer support when our favourite publisher starts sharing dull articles we couldn’t care less about, or when a static ‘enter’ button will not grant us access to our accounts. What we do is unsubscribe from the mailing list and hit that ‘enter’ button 3–4 times with the maximum strength our index finger can muster, hoping it will miraculously let us enter! (This is even more annoying than autocorrect)

We also want to receive personalized recommendations and experiences based on things we browsed with awe and interest, not based on things we happened to click on this one time. We want the businesses we support to relate to our needs and desires as consumers.

Using Emaww’s cutting-edge biological sensor now we can communicate how we feel without having to go out of our way; we can express what we like to read, what we’re interested in buying, what frustrates us and more. The emotional feedback garnered from the analysis of our gestures helps product and service owners improve the experiences they create for us. What do we have to do? Nothing! Well nothing other than continue interacting with the content we access online as we would normally. Take a look at the article by John Koetsier published in Forbes for more on the ways Emaww analytics can be leveraged to bolster business operations.

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Emotional awareness for enterprise and people

Our vision is to empower people and enterprise with emotional intelligence and in this effort we value all stakeholders equally. We are committed to creating a respectful network where emotional feedback can be shared. We envision a world where one day our devices can act as wellness guides that promote emotional awareness.

Whether you are a product owner wondering how you can capitalize on gesture emotion analytics or an end-user who wants to become more emotionally aware, please do not hesitate to reach out to us. Our team will get back to you at the earliest available opportunity.

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