• NATALIA SOUSA

Smart Eye Acquires iMotions to Unlock Potential for Multi-Modal, Human Behaviour Research.


Smart Eye and iMotions announced they have entered into an agreement in which Smart Eye will acquire iMotions. Smart Eye will couple its advanced eye tracking and emotion AI technologies with iMotions’ innovative, multiple-sensor data collection and analytics software to create what the company describes as the first powerhouse in human behavioural research and analysis. Together they will provide an end-to-end, multi-modal approach to analysing complex human behaviours and delivering holistic human insights.



iMotions, a wholly-owned subsidiary of the Smart Eye Group and will continue to be independently run by CEO Peter Hartzbech under the terms of the agreement, has a history of profitable, high growth. The company has more than 15 years of experience developing and delivering a solution that uniquely and in real-time integrates data streams from more than 50 biosensors and other explicit measures into a single research platform that provides a deeper, more comprehensive understanding of human behaviours.

With iMotions, research teams can expand beyond single technology analysis and streamline multiple, implicit and explicit data. Measurements will include eye-tracking, facial expression analysis, sweat gland activity, brain activity, heart rate, field surveys, focus groups and more.

The acquisition will accelerate iMotions’ product innovation, particularly in remote and mobile data collection and analysis, by providing access to capital and expertise in machine learning and data acquisition and annotation. In addition, integrating iMotions’ Behavioral Research Suite will expand multi-modal data and synchronized analytics, helping to accelerate Smart Eye’s leadership in the rapidly emerging field of Human Insight AI in automotive and new markets. Together, they will increasingly help customers study the complexity of human behaviour in real-world and challenging environments.


“The next decade is going to see a great expansion of human behavioural research using multi-modal approaches. The addition of iMotions and its multi-sensor integration software promises to unlock increased value for Smart Eye’s current customers, particularly in the automotive industry, while opening the door to others,” said Martin Krantz, Founder and CEO of Smart Eye. “The future is multi-modal with technological advances likely to make it easier, faster and more cost-effective to understand what’s driving human behaviour and decision making. With Motions, we’re adding the world’s leading insights and analysis software to our leading eye tracking and facial expression analysis technologies.”

This follows Smart Eye’s recent acquisition of Affectiva, a move designed to solidify the company’s stronghold on, and fuel growth of, the rapidly developing automotive Interior Sensing market. The current acquisition is a synergistic approach that has been making for a long time, as Smart Eye, iMotions and Affectiva have a long history of partnering together.


“Smart Eye and iMotions have shared visions for eye-tracking and multi-modal research for many years,” said Peter Hartzbech, Founder and CEO of iMotions. “In Smart Eye we have the ideal partner to further invest in the vision to accelerate human behaviour insights, driving transformation that will fuel our customers’ successes across commercial industries, as well as for academic researchers. Together, we will work on long-term strategies that will benefit our partners and open the best opportunities for our employees. It’s going to be exciting to collaborate closer based on our shared values and culture.”


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