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The Science of Human Affect.

We didn't invent the concept of human emotion. We engineered the first system capable of calculating it accurately, in real time, across billions of interaction points.

The Neural Matrix

Interact with the V.A.D axes below to navigate the psychological cloud in real-time.

Fullscreen View

Valence 50

AversivePleasant

Arousal 50

LethargicFrantic

Dominance 50

SubmissiveIn Control

Phenotype

Neutral

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✨Euphoric

LFM Outputs
Emotional states and context

Constructing Emotion

In contemporary neuroscience, emotion is understood as a high-level estimate the brain constructs rather than a simple reaction.

Within predictive-processing models, the brain continuously anticipates the causes of its sensory inputs, including signals from within the body such as muscle tension, motor control, breathing rhythms, and autonomic activity.

These signals are compared against learned patterns and interpreted in context, producing experiences such as fear, safety, excitement, or calm. These constructed emotional states then shape attention, decision-making, and action.

nx10 builds on this foundation: we have proven that subtle interaction patterns (kinematics) can reflect meaningful shifts in how an experience is going for someone.

The Paradigm Shift

The Illusion of "Happy" vs "Sad"

For decades, software has attempted to understand humans using discrete buckets. But human psychology doesn't fit into neat boxes.

The Categorical Flaw

Imagine trying to paint a masterpiece, but you are only given 6 crayons. That is how traditional sentiment analysis works. If an algorithm detects you are "Angry", it stops there.

But there is a massive physiological and behavioral difference between "Mild Irritation" at a slow loading screen, and "White-Hot Rage" at a deleted save file.

The V.A.D. Solution

Instead of crayons, think of the VAD model like the RGB color wheel. By mixing just three mathematical values, a computer can generate 16.7 million precise colors.

By measuring Valence, Arousal, and Dominance simultaneously, the LFM can plot an infinite number of highly predictive, nuanced psychological states.

Deconstructing the 3 Dimensions

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1. Valence (The "Pleasure" Axis)

Valence is the core foundation of emotion. It dictates whether an experience is fundamentally Positive (Pleasant) or Negative (Aversive). It is the evolutionary mechanism that tells organisms whether to approach or avoid.

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2. Arousal (The "Energy" Axis)

Arousal measures the activation level of the central nervous system. It scales from Lethargic/Sleepy up to Frantic/Adrenaline-Fueled. You can have high arousal with positive valence (Excitement) or high arousal with negative valence (Panic).

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3. Dominance (The "Agency" Axis)

Dominance is the axis of control. It determines whether you feel Helpless/Submissive or Powerful/In-Control. This is the crucial missing link in most models, and the only mathematical way to cleanly separate Anger from Fear.

Explore Further

The Large Feelings Model→

See how we map science into sequences to build a predictive AI model.

Industry Solutions→

See how this science solves cart abandonment, churn, and player burnout.