Background: For Le Club AccorHotels, luxury is about knowing what guests want even before they do. With help from The Mill, we created a way to side step rational decision-making and get to the heart of what users truly desire. We started with an immersive live experience that measures brainwaves, heart rate and levels of stress and calm. Then, we mirrored the experience online.
Highlights: The simple rapid image selection test. We wanted to keep these choices as simple as possible, so they relied more on impulse than rational thought. The images were representational of places, moods, states of mind, experiences and climates. The seemingly simple yes/no interface was paired with two complex measurement tools that decipher far more than just your choice, but also the intention behind it and the emotional impact of each one.
Challenges: Finding reliable and non-invasive ways to measure biometric responses in real time. In the end, the webcam proved to be the most accessible way to measure biometrics in the form of heart rate.
Favorite details: Helping people find more valuable, more meaningful ways to engage with the brand and find destinations where they can truly enjoy each other. We also love the nerdy behind-the-scenes stuff.
Anything new: This is the first time biometrics has been used to determine consumer choices online. We’re using technology to mine emotions and provide a more insightful service to potential guests. Our hope is that this will lead to more meaningful connections during their stays. It’s a new approach to an age-old mission.
Technical features: Response times to stimuli are measured to the millisecond, giving greater weight to quicker responses and less to lagging ones. Although never used in this way before, isolating the camera’s red channel gives very reliable pulse readings. This data was combined with the heart rate—read through the webcam—to identify imagery that created more biometric excitement and activity.