Feel'Tech: Sensory Immersion Serving the Customer Experience

Micropole*, an international consulting group specializing in business transformation through data, unveils an innovative and immersive technology, Feel'Tech, centered on sensory experience. Here's a closer look.

In a data-driven mindset, brands have come to understand that they must turn the analysis of collected data into strategic opportunities: creating new products and services, improving the customer experience, and more.

To address this challenge, the Micropole* group launched a digital innovation program dedicated to Luxury and Beauty brands: Hi'Tech Luxury, whose teams bring together both Gen AI and Retail Tech experts.

What is the Feel'Tech solution?

Feel'Tech is one of the innovations born from the Hi'Tech Luxury program, with a core mission of creating a stronger emotional connection between brands and their customers.

Concretely? This solution measures cognitive and emotional responses (thoughts, emotions and bodily sensations) triggered by sensory stimuli. It translates brainwaves from the prefrontal cortex into interpretable data. When you touch a fabric, smell a fragrance or taste a square of chocolate, the brain activates and generates a range of emotions tied to the five senses. Feel'Tech makes these emotions visible through an app and an EEG neural headset.

What technology does it use?

Feel'Tech is the result of a strong collaboration between the Hi'Tech Luxury team, several American startups, and neuroscience research and study institutes. These partnerships have given rise to cutting-edge connected experiences. The EEG headsets, equipped with sophisticated sensors, offer the impressive capability of measuring up to 1,200 data points per second, enabling real-time analysis of the positive emotions generated during sensory stimulation.

"We find that results are often associated with emotional and family memories, or olfactory memory," the teams note in a press release.

What are the fields of application?

Feel'Tech enables the collection of a new type of data: emotional data. Getting a window into what customers feel when they first discover a product can allow companies to, for example, adjust the associated communication campaign or adapt the customer journey to offer a polysensory experience.

"At a time when artificial intelligence is on everyone's lips, at Micropole* we wanted to bring back the essence of humanity: emotions. When you give technology meaning, it works wonders," concludes Marion Scala, Head of the Hi'Tech Luxury program at Micropole.

Photos: © Jeremy Barande 

Model: Hanna Mergui, a student in artificial intelligence at École Polytechnique, uses photography to illustrate concepts related to new technologies. "Art is a universal language with powerful impact." She collaborated with Jeremy Barande on the Aixplanation project, which aims to use art to make artificial intelligence accessible to a broader audience.

*Micropole joined the Talan Group in October 2024.