Your Brain Knows Best: SEGD Taps Neuroscience to Measure What Matters

April 16, 2025

Discover what your brain loves most at SEGD’s 2025 events

In 2025, SEGD is partnering with Immersion Neuroscience to capture real-time data on audience engagement—using everyday wearables and over 20 years of neuroscience research to identify the moments that truly connect (and matter). Immersion’s platform reveals what people love (and what they don’t), delivering powerful insights into how content is received, second by second—and predicting outcomes and behaviors with up to 85% accuracy.

We’re kicking things off in Las Vegas at 2025 SEGD Wayfinding + Placemaking and Branded Environments, and continuing with Xlab and the SEGD Conference Experience San Francisco in the fall. This new initiative will help us better understand how our community experiences SEGD events—so we can inform future programming with greater clarity, purpose, and impact.

Because the difference between good and unforgettable isn’t just what people remember—it’s what their brains respond to in the moment.

What Is Value Measurement?

Developed by neuroscientists and backed by two decades of research, Immersion’s Value Measurement uses wearable devices to track engagement in real time. The platform collects second-by-second biometric data and generates two key insights:

• Value Score – How emotionally connected and attentive were participants?
  
• Safety Score – Did people feel comfortable and emotionally secure in the experience?

These insights go beyond traditional surveys to capture what participants are actually feeling—as it happens—helping SEGD better understand how our community engages with content.

How to Participate

Attending our events in Vegas? Getting involved is simple—and we’d love to have you join us by measuring both days.

Just scan or click the invite link (provided before or on the day of the event), pair it with your personal wearable device (Apple Watch, Garmin, Fitbit, etc.), opt in—and you’re all set. Value Measurement runs passively in the background, collecting real-time, anonymous engagement data while you enjoy the event. It’s secure, effortless, and helps shape the future of SEGD programming.

Note: Each event has its own unique measurement link and QR code, so keep an eye on your participant email for detailed instructions and your custom invitation to join.

Need help getting set up? Curious about the neuroscience behind it all?

Need help getting set up? Curious about the neuroscience behind it all?

Ricki Pasinelli, Head of Brand and Strategic Partnerships at Immersion Neuroscience, will be onsite in Las Vegas to walk you through the process. Visit the Immersion table in the event space to get connected, ask questions, or borrow a temporary sensor if you don’t have a wearable.

As a thank you, participants who show their SIX app at the Immersion table will be entered into a drawing for a free SEGD annual membership.

We’re excited to bring this new layer of insight to SEGD—and even more excited to do it with you.