Los wearables ya detectan respuestas emocionales

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CLAVES:

  • MIT Media Lab spinout mPath es capaz de identificar exactamente el momento en que los consumidores sienten respuestas emocionales subconscientes.
  • El sensor MOXO de la startup es un wearable que se asemeja a un smartwatch voluminoso. Colocado en la muñeca, mide cambios en la conductancia de la piel para determinar el cambio emocional.
  • Por otro lado, wearables como Thync Relax Pro y Doppel tratan de detectar y tratar de reducir los niveles de estrés y ansiedad del usuario.
  • Otra aplicación de la tecnología a la salud mental es la herramienta Dual Maps, que trata de mejorar la patología dual.

Los seres humanos experimentan una gama de emociones en respuesta a productos y experiencias del día a día. Los compradores pueden sentirse más atraídos por ciertas marcas, así como, abrumados por la cantidad de opciones.  La tecnología wearable se está abriendo camino en el sector de la salud mental, con innovaciones destinadas a trastornos mentales concretos, así como, técnicas para mejorar el estrés y la ansiedad.

Mediante el uso de wearables con sensores que captan el estrés, el análisis y otras tecnologías, MIT Media Lab spinout mPath es capaz de identificar exactamente el momento en que los consumidores sienten respuestas emocionales subconscientes. Al hacerlo, la puesta en marcha ha traído algunas ideas interesantes de investigación de mercado a las principales empresas y organizaciones para ayudarles a perfeccionar sus productos y servicios.

En este momento, las empresas luchan por entender las necesidades o deseos emocionales de sus clientes“, dice el fundador y CEO Elliot Hedman PhD ’12. “Pero si escuchamos un poco las emociones del consumidor, hay mucho espacio para la innovación“.

Con sede en Denver, Colorado, mPath ha trabajado con clientes de renombre como The Lego Group, Google, The Blue Man Group, Lowe’s, Hasbro y Best Buy, así como organizaciones gubernamentales, compañías de producción cinematográfica y hospitales. Ahora mPath está inmerso en la educación de la niñez, que acaba de lanzar un proyecto con los Boys and Girls Clubs en Denver para descubrir maneras de alentar a los niños a leer más.

[section label=”“Emototyping”: un nuevo enfoque para la investigación de mercado” anchor=”“Emototyping”: un nuevo enfoque para la investigación de mercado”]

“Emototyping”: un nuevo enfoque para la investigación de mercado

El sensor MOXO de la startup, cuya tecnología central fue co-inventada por Hedman, la profesora del MIT Rosalind Picard y otros investigadores del MIT, es un portátil que se asemeja a un smartwatch voluminoso. Colocado en la muñeca, mide cambios en la conductancia de la piel –sutiles cambios eléctricos–, que reflejan la actividad del sistema nervioso simpático y la excitación fisiológica. Los picos de esta conductancia pueden indicar el estrés y la frustración, mientras que los descensos pueden indicar desinterés o aburrimiento.

Para obtener una imagen precisa de las respuestas de los consumidores a estímulos específicos, mPath desarrolló un nuevo enfoque para la investigación de mercado, llamado “emototyping”. Este proceso combina los sensores de estrés con gafas de seguimiento o cámaras GoPro, para identificar donde una persona miró el momento exacto de un pico emocional. También se realizan entrevistas personales con todos los participantes, a quienes se les muestran los datos y se les pregunta qué piensan o que sienten.

Todo este proceso crea un perfil emocional más profundo y preciso de los consumidores que la investigación de mercado tradicional, que implica principalmente entrevistas y análisis de vídeo de vez en cuando, según Hedman. “Todas estas cosas combinadas en emototyping nos dicen una historia profunda sobre el participante“.

El emototyping es una herramienta especialmente útil al estudiar las experiencias de los niños, según Hedman. “Es difícil para los niños describir lo que sentían“, dice. “Los sensores ayudan a contar toda la historia“.

[section label=”De la terapia a la aplicación industrial” anchor=”De la terapia a la aplicación industrial”]

De la terapia a la aplicación industrial

Con su renovado enfoque en el aprendizaje de los niños, el sensor, de alguna manera, ha completado el círculo: La tecnología básica del sensor MOXO comenzó como una herramienta para estudiar los niveles de estrés de los niños con autismo.

Las aplicaciones terapéuticas parecían prometedoras. Pero las empresas empezaron a cortejar a Hedman con interesantes preguntas de investigación de mercado. Primero vino Hasbro, que quiso descubrir cómo los inmigrantes de los Estados Unidos pueden aprender cómo jugar los juegos de mesa americanos comunes, tales como el Monopoly. Luego vino LEGO pidiendo que rastrearan las emociones de adultos y niños en el juego.

En el estudio LEGO, Hedman encontró que los niños estaban mucho menos estresados con los padres cerca. Pero si los padres ayudan a construir demasiado, los niños se aburren. Basándose en estos resultados, LEGO implementó soluciones en sus productos.

Hedman fundó mPath en 2012, mientras todavía estaba en el MIT. Pero los sensores eran sólo la mitad de la innovación. Hedman necesitaba desarrollar “un extraño conjunto de habilidades“, dice, para desarrollar emototyping.

En el MIT, tomó clases de etnografía y creó ambientes de investigación. Tomó clases de psicofisiología en el Boston College y Northwestern University, y en clases de educación en la Universidad de Harvard. “Una gran comunidad de gente de todo el lugar me guió“, dice, “pero el MIT abrió esas puertas“.

Hedman dice que mPath continuará haciendo un “trabajo impactante”, como estudiar el compromiso de los jóvenes estudiantes en las escuelas y en los masivos cursos abiertos online (MOOCs), con el fin de ayudar a rediseñar el currículo y las experiencias en el aula.

El cliente objetivo no sólo se define por la edad, sino también la actitud“, dice Sorenson. “Por ejemplo: tengo 58 años, y no necesito un escritorio en mi habitación de hotel. Me gusta la flexibilidad de los dormitorios de Moxy.”

[section label=”Thync Relax Pro: El wearable que trata de recucir el estrés” anchor=”Thync Relax Pro: El wearable que trata de recucir el estrés”]

Thync Relax Pro: El wearable que trata de recucir el estrés

Una de cada cuatro personas padece estrés en diversas etapas y formas a lo largo de su vida. El estrés puede producir efectos negativos en las relaciones dentro de la unidad familiar, en el lugar de trabajo y consigue tensionar relaciones de pareja hasta conseguir romperlas. Además, también es la primera causa de suicidios en el mundo.

Sabiendo esto, un equipo de científicos, ingenieros y desarrolladores se han unido para tratar de ofrecer tecnología punta para combatir esta problemática. Después de los estudios, las pruebas y los ensayos, que han durado unos cinco años, este grupo de personas ha desarrollado Thync Relax Pro.

Thync Relax Pro se compone de dos componentes: un módulo que se conecta a las franjas y una aplicación móvil para controlar todo el dispositivo. El módulo se ajusta en la frente del paciente. Las franjas, que son adhesivas y se enganchan a la piel y pueden ser utilizadas varias veces, se colocan en la zona del cuello.

Seleccionando los nervios específicos en la cabeza y el cuello, este Thync Relax Pro desarrolla una neurona que posee un algoritmo que reduce el estrés del cuerpo, equilibrando el sistema nervioso autónomo y pasando de un estado estresante a un estado tranquilo y relajado.

No sabemos cuánto hay de cierto en ello, pero algunos estudios afirman que este dispositivo reduce significativamente los marcadores bioquímicos de estrés y protege considerablemente la respuesta al estrés. También afirman que ha logrado impulsar el estado de ánimo, además de mejorar la calidad del sueño y el tiempo.

Los usuarios han registrado más de 120.000 sesiones. El principal acierto del dispositivo es el hecho que estos usuarios se sienten más motivados y con más energía tras una única sesión de 15 minutos. Este aparato también ha sido avalado como solución para aliviar el estrés oficial de bomberos y de agentes de policía.

Sin embargo, los expertos también le han encontrado un defecto en Thync Reflex Pro. El problema es que esta innovación tecnológica no se esfuerza en tratar o diagnosticar cualquier condición médica. Solo sirve para fines de relajación y alivio y es similar a un masaje. Éste es el principal inconveniente que tiene este dispositivo.

Sea como fuere, Thync Relax Pro se ofrece como un servicio de unos 30$ aproximadamente al mes, más la compra inicial de la cápsula del dispositivo por unos aproximadamente 150$. La suscripción mensual proporciona acceso a los programas de neuroestimulación Deep Sleep y Deep Relax.

[section label=”Doppel mejora la calidad de vida en lugar de monitorearla” anchor=”Doppel mejora la calidad de vida en lugar de monitorearla”]

Doppel mejora la calidad de vida en lugar de monitorearla

Otra empresa que utiliza la tecnología para tratar de reducir los niveles de estrés es doppel, un wearable que mejorará el estado de ánimo a través de las pulsaciones que envía mediante el torrente sanguíneo hasta el cerebro.

Cuando la tecnología ha entrado en el mercado de los gadgets para la medición de la salud, doppel tiene un objetivo diferente: mejorar la calidad de vida en lugar de sólo monitorearla, por ello esta pulsera diseñada por Nell Bennett, Andreas Bilicki, Jack Hooper y Fotini Markopoulou busca poner en práctica estudios sobre la psicofisiología, una rama que descifra la interacción entre la mente y el cuerpo.

A través de pulsaciones transmitidas por el sistema cardíaco, doppel hace que el cerebro responda naturalmente a dichos impulsos, logrando así un control sobre el estrés a través de la relajación inducida mediante este dispositivo en nuestra muñeca, que como todo wearable, se conecta con un dispositivo móvil que maneja a doppel para acelerar las pulsaciones o disminuirlas, según sea la emoción que queramos sentir en determinado momento.

[section label=”La patología dual mejora gracias a una herramienta digital” anchor=”La patología dual mejora gracias a una herramienta digital”]

La patología dual mejora gracias a una herramienta digital

Pero no sólo la tecnología wearable está abriéndose paso en la salud mental. También las apps. Dual Maps, una herramienta digital, disponible en formato web y en breve aplicación móvil, dirigida a pacientes, familiares y profesionales sanitarios relacionados con el ámbito de la patología dual, es decir, la existencia de un doble trastorno adictivo y mental. Este problema es de alta prevalencia y en España supera el 50% entre los pacientes que acuden a centros de salud mental y/o adicciones.

Dual Maps es la iniciativa de la Fundación Patología Dual en colaboración con la Delegación del Gobierno para el Plan Nacional sobre Drogas del Ministerio de Sanidad, la Oficina Regional de Salud Mental de la Consejería de Sanidad de la Comunidad de Madrid, y el apoyo de las representaciones de pacientes y familiares.

Dual Maps no solo mejora el acceso a los recursos asistenciales, sino que logra también la integración y coordinación de dos redes, la de adicciones y la de salud mental“, apunta Néstor Szerman, presidente de la Fundación de Patología Dual.

Tanto profesionales como pacientes y familiares, podrán buscar los recursos o programas más específicos para su situación clínica, resalta Szerman. “Es el momento de dar respuestas a estas necesidades, tanto a los profesionales, como a los pacientes y familiares que llaman preguntando ¿adónde puedo acudir si mi hijo tiene un problema de bipolaridad y consumo de cannabis?, ¿de qué recursos asistenciales dispongo para abordar a este paciente?”.

En palabras de los creadores, la herramienta abre un canal de comunicación entre los sanitarios que atienden al paciente en este proceso, al tiempo que permite posicionar a todos los agentes implicados: pacientes, profesionales, instituciones, asociaciones y grupos de autoayuda.

De esta manera podemos empoderar a todos y cada uno de los partícipes en el proceso asistencial, mediante información y herramientas de comunicación, ayudándoles en la responsabilidad de mejorarla“, señala Ignacio Basurte, vicepresidente de la Fundación Patología Dual.

[section label=”Mejora la comunicación entre profesionales y pacientes” anchor=”Mejora la comunicación entre profesionales y pacientes”]

Mejora la comunicación entre profesionales y pacientes

Actualmente, Dual Maps está disponible en la web con el desarrollo piloto en la Comunidad de Madrid y se prevé que a lo largo del año se haga extensivo a más comunidades autónomas. La herramienta funciona con un motor de búsqueda con geolocalización de recursos, programas asistenciales, profesionales, grupos de autoayuda, asociaciones de familiares y pacientes.

“La herramienta permite la comunicación entre profesionales y pacientes, que será el motor de búsqueda sobre el que estamos desarrollando la aplicación para el móvil. Para el desarrollo está siendo fundamental conceptos como usabilidad, accesibilidad y funcionalidad” y “estamos involucrando a todos los agentes implicados”. Desde la Fundación aseguran que se dispondrá de una mockup para finales de año con la que se va a trabajar con asociaciones de pacientes y sociedades científicas.

Por otro lado, explican que, las nuevas tecnologías de la información y comunicación permiten la trazabilidad de toda interacción con la aplicación móvil en forma de minería de datos, de manera global y anónima. Esta trazabilidad permitirá, una mejora continua en todas las funcionalidades de la misma, mejorando, en definitiva, el proceso e itinerario de las personas con un problema de patología dual.

MINISTERIO DE SANIDAD. Dual Maps: Programa. 2017. [consultado 13-10-2017]. Disponible en: http://www.pnsd.msssi.gob.es/noticiasEventos/agenda/pdf/2017_Jornadas_Patologia_Dual_Dual_MAPS.pdf

THYNC. Thync Debuts Thync Relax Pro, Designed Exclusively to Relieve  Increasing Levels of Stress and Poor Sleep Experienced by Americans. 23 de marzo de 2017. [consultado 13-10-2017]. Disponible en: http://www.thync.com/resources/press-release/thync-debuts-thync-relax-pro

SALUD DIGITAL. Una app para conectar salud mental y adicciones. 7 de octubre de 2017. [consultado 13-10-2017]. Disponible en: https://www.consalud.es/saludigital/82/app-para-conectar-salud-mental-adicciones_42568_102.html

MEDIA TRENDS. ¿Quieres liberarte del estrés y dormir mejor? Este wearable es lo que necesitas. 2017. [consultado 13-10-2017]. Disponible en: https://www.mediatrends.es/a/115564/thync-relax-pro-dispositivo-wearable-libera-estres-tratamiento-consecuencias-dormir-mejor/

MDZOL. ¿Un wearable que cambia tu estado de ánimo?. 11 de enero de 2017. [consultado 13-10-2017]. Disponible en:  http://www.mdzol.com/nota/713702-un-wearable-que-cambia-tu-estado-de-animo/

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