In a study by Immersion Neuroscience, they asked a group of people which shows from a group of 25 different shows from 6 major U.S. cable TV channels they would watch, in order to predict which shows would be the most successful. Based on their responses of the shows they intended to what, they predicted the top-rated shows with only 17% accuracy. This means that having consumers self-report their reactions to a show is an unreliable way to predict ratings.
This is just one example of many case studies that Immersion Neuroscience has done to show that self-reporting has a bias and is often incorrect or unreliable. They believed there was a better way, a more accurate way, to measure the value of experiences. And thus, the Immersion Neuroscience Platform what born.