I love the (maybe) fact that you have scientific proof of what's happening, maybe even realtime. I just don't understand why they would use the "Variation A, Variation B" model as case study for their product. It is not "raw" data you collect when you offer a variation B after showing all the functionalities and purpose in variation A.

But nevertheless, very cool.

I love that folks are starting to use biofeedback to inform the design process but I'm on the fence on this. I've worked with EEG-headsets before and, and at least the ones I tried, they don't seem to work as well as I thought they would (or at least weren't as easy to setup/get working as seen in the video).

Some issues we encountered:

• For each use/each individual user, we needed to calibrate the headset so the device could have a baseline reading of the user. Sometimes it went fast but sometimes it would take a long time because of the reason below.

• There were times when we couldn't get readings from folks (not sure if it was because their foreheads were too dry or too oily). Also had a few problems with folks that have too much hair (especially behind the ears). The sensors were really finicky and for a few users, we just couldn't get the device to work properly with them.

• Don't know if this is how all EEG-headsets work but it was really hard for us to even figure out how "focused" folks were. Movements in the face (i.e. if you'd just move your eyebrows up and down) would trigger spikes in our data. Even if people weren't doing anything and they'd just have facial muscle movements, that seemed to trigger being "focused".

Now, I'm really hopeful this works as advertised. Haven't used it so giving it the benefit of doubt.

I've used other biofeedback devices and when they work, the data you get can be insightful - i.e. we used Affectiva's Q Sensor a lot to measure stress levels on those using our computer tutoring program and that was helpful to see which phase was causing the most stress.

For brain-sensing headsets though, I haven't tried one that worked as well so just something to keep in mind if you're considering using something like this. Though maybe they have better tech than the ones I've tried!