Exmovere and Luth Research to Detect Human Emotions from Survey Respondents

MCLEAN, Va.--(BUSINESS WIRE)--Exmovere Holdings, Inc., a biomedical engineering company listed on the Frankfurt Stock Exchange under the symbol X3M.F (ISIN: US3020862021), today announced a strategic agreement with Luth Research, a premiere U.S.-based market research firm. The agreement provides for ways to develop and implement physiology-based questions and analysis using Exmovere’s algorithms and proprietary methods of emotion detection. Luth Research will have exclusive rights to use these methods and data as part of its market research programs and project development. The rationale for the agreement provides a platform for uncovering and understanding respondent emotions when they participate in the research. Luth Research is known for its connections between people and research, always bringing in the human element to market research and evaluations. More information about Luth Research can be found at: www.luthresearch.com.

In fact, Roseanne Luth, President and CEO of Luth Research commented, “We have always prided ourselves on making certain we capture the human parts of how people react to various stimuli in our research programs. Whether it’s digital, phone or qualitative, one of our significant points of difference has been delivered to clients in the insights we provide about how people think and why they are changing. With the new Exmovere-based battery of proprietary physiology-based questions – which we can add to any study -- we can also now clearly show and evaluate how people feel. Capturing emotional states as part of our market research work will help clarify and quantify true interest, intent and likelihood to act for our clients.”

One of the core competencies at Exmovere Holdings has always been emotion detection and an understanding of psycho-physiological principles. Putting these principles into action has most often taken the form of new technology-based products built on existing sensors, hardware and software to detect and report emotional states. The company’s emphasis on building proprietary algorithms to interpret biophysical data and using that to develop new products has significantly contributed to the value of the company’s intellectual property. The underlying physiology-based approaches and mega-trend reports, with the help of Luth, can now be licensed out to a number of markets and business applications, including within the market research community.

Regarding the agreement with Luth Research, David Bychkov, CEO of Exmovere Holdings stated, “We are thrilled to be working with the passionate people at Luth. Clearly, they set understanding people as a top priority. Our paradigm is based on the initial development and investigative work our company did by working with major corporations who needed to better understand the impact of their products on how people feel about them. By partnering with Luth Research, we are coming back to our roots and expect to generate significant contributions to the market research community as well as build significant new business and revenue streams for both companies.”

In market research, a typical digital or quantitative investigation is based on a series of questions which are well-known throughout the industry. Depending on the objectives of the research and what the client wants to accomplish, a number of different types of questions might be used – including multiple choice as well as open-ended styles. For example, purchase interest is often included in studies about new products. The question is typically asked in a “How likely are you to …” framework which has been tested and validated over a number of years. The industry has a long history of developing models and tools to help interpret people’s responses to the types of questions asked during a research study.

With the addition of Exmovere’s emotion detection questions and with Luth Research’s expertise in interpreting results, the announced strategic alliance provides a new, innovative solution for clients who need market research. Now, clients can gather feedback not only on what a respondent “intends” to do, but also on how they feel about it. For companies who use market research to better understand their customers and help develop business strategies, the additional information from emotion detection provides significant value.

Bob Kinssies, Director on the Board of Directors at Exmovere Holdings, and former Microsoft senior manager stated, “Companies like Microsoft can now know how customers feel about their new products and services. At Microsoft, when we had market research reports coming back from the field, we always had to guess or interpret the information to try to figure out how people really felt. The only sources we usually had were customer complaints, online comment forums, or other venues where people were always negative. By working with Luth Research, Exmovere can now begin to provide a true report on how people feel. For any company around the world that values relationships with its customers, this strategic alliance will provide not only new, but highly reliable insights. I would encourage all research managers at companies like Microsoft and other large corporations to contact us or someone at Luth Research to seriously consider redoing all their latest market research – especially for new product introductions, new brands, and strategic initiatives. Based on the new emotion-detection paradigm they get a true, reliable reading on how their customers actually feel about what they are planning to do.”

About Exmovere Holdings Inc.

Exmovere Holdings, Inc. (Frankfurt: X3M) is focused on government and consumer applications for healthcare, mobility, and security and the practical applications of the study of human emotion. The Chariot, Exmobaby pajamas, and the Telepath wristwatch are instrumental in the build out of this vision as a solid representation of Exmovere's push into enhancing human mobility, infant safety, and telemedicine. The company plans on continuing along a path of solid and emotional driven design with a product offering that changes the way people look at the world.

The company believes these products will continue to be on the cutting edge and establish paradigm shifts in the markets we serve. Further inquiries into any of our exciting and innovative product offerings or our plans for go-to-market introductions during 2011 should be directed to the contact person listed below.

Certain of the above statements contained in this press release contain forward-looking statements within the meaning of Section 27A of the Securities Act of 1933, as amended, and Section 21E of the Securities Exchange Act of 1934, as amended (the "Exchange Act"). Actual results, events, and circumstances (including future performance, results, and trends) could differ materially from those set forth in such statements due to various factors, risks, and uncertainties, including, but not limited to, risks associated with the company's future growth and operating results, the uncertainty of market acceptance of the company's products, technological change, competitive factors, and general economic conditions. Except as otherwise required to be disclosed in periodic reports required to be filed by companies registered under the Exchange Act by rules of the Securities and Exchange Commission, the company has no duty and undertakes no obligation to update such statements.