immersion

Paul Zak spent over two decades developing the science beneath his company, Immersion. His tastemaker software aims to measure and predict how people respond to music, movies and other experiences by tracking their brain activity through a smartwatch or fitness tracker.

With a newly launched software-as-a-service platform, his mind-reading tool is now available to the masses for as little as $199 a month.

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Bob Gerard was sitting in an office room, having just watched a public service announcement while wearing a sensor that Dr. Paul Zak had wrapped around his arm.

"When it was done," said Gerard, who had been introduced to Zak by a mutual friend who thought Zak could help Gerard improve his internal training sessions at Accenture, a professional services firm, "Paul showed me the graph that the sensor had generated, and he replayed the video. As it was replaying, he was telling me exactly what I was feeling as he was reading it off the chart. My first thought was: I need this."

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