the new york police department first approached simon in 2014 to see if it were possible to measure public approval of local police. in 2016, elucd began developing the underlying technology that became elucd in collaboration with the nypd. elucd uses surveys obtained through digital advertisements to measure public perception of safety and police, providing real-time statistics. it was introduced by the nypd in 2017. elucd has also worked with the chicago police department, grand rapids police department, and south bend police department.