A computerized system (10) for detecting emotional responses of human beings includes a device (8) for presenting a stimulus, such as a television commercial to one or more individuals (5); measuring devices (10, 12, 14) for measuring and recording values associated with a plurality of physiological variables, such as heart rate, electromyography and electrodermal activity, software programmed apparatus (18) for receiving and translating each value measured by statistical calculation into a non-unit statistical measure known as a z-score, graphing the z-score on an interaction index, and associating the z-score with a semantic descriptor for an associated emotion or state of feeling; and an interactive multimedia computer (20, 22) for electronically storing, displaying and retrieving information of one or more stimuli, at least one semantic descriptor associated with the stimulus, and an interaction index associated with semantic descriptor.
EMOTIONAL RESPONSE ANALYZER SYSTEM WITH MULTIMEDIA DISPLAY