Search engine marketing companies could be helped by the launch of a tool that registers end user emotion in relation to advertising.

Launched by Spring Research in conjunction with online specialists nQual, the Emotimeter uses a graphical ECG which is adjusted according to how the individual is affected by a particular ad campaign.

A range of emoticons, which vary in size according to intensity of feeling, are then chosen by the person to define their responses.

Founder of Spring Research Steve Phillips said: "By asking consumers to put emotions into words, you run right-brain thinking through a left-brain filter."

"Emotimeter is designed to give agencies intuitive insight into the magic of their work," he added.

As well as producing the Emotimeter, Spring Research is also working towards creating other products for brands.

Culture Track aims to help businesses such as search engine optimisation companies become more aware of cultural changes to help them recognise new opportunities.

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