PreacherTom writes "Programmers have long used the feedback of gamers to determine how to improve what they put on the market. British company Bunnyfoot aims to take things to the next level. Their assessments take pains to record the heart rate, respirations, facial tension, and eye patterns of the test audience in order to fine-tune the games. If only their motives were completely altruistic: one of the primary goals of their project is to maximize the efficiency of embedded advertising." From the article: "What Bunnyfoot specializes in has implications for gaming that reach far beyond in-game ads. Being able to analyze the way a person reacts to a visual is thoroughly useful for gameplay as well. Their technology works as sort of a 'super focus group' allowing them to collect feedback on not only what the person mentions afterwards, but also how they react during the game."