Eliminate the
Hawthorne Effect.
Scale qualitative research to millions of users. nx10 utilizes continuous biometric baselining in a user's natural environment to gather ecologically valid data.
The Blind Spot
The problem with the lab.
Traditional UX research and clinical trials are fundamentally broken by observation.
Observation Bias
Sample sizes in lab studies are incredibly small (n=10 to 50). Worse, participants suffer heavily from the Hawthorne Effect - they act differently, answer more politely, and demonstrate higher patience because they know they are being watched.
Exit surveys suffer from post-rationalisation. A user drops out of your trial, and when surveyed, they pick the first option to dismiss the popup.
Ecological Validity
The Affect Analyser captures subconscious, visceral truth at a population scale (n=10,000+).
Participants remain in their natural environments, using their own devices on the sofa or the bus. nx10 captures true biological signals (Touch, Accelerometer, Gyroscope) without altering behavior, yielding perfectly clean data.
The Ecosystem
Transforming behavioral science.
UX Researchers
Goal: Debug churn efficiently without violating privacy.
Stop watching hours of invasive screen recordings on Hotjar. Use our Kinematic Session Replay to watch a timeline graph of a user's emotional state, identifying the exact UI component that caused a massive spike in cognitive fatigue.
Principal Investigators
Goal: Ecological Momentary Assessment (EMA).
Stop using fixed-interval surveys that suffer from low compliance and recall bias. Trigger surveys only when the LFM detects a massive, unclassified kinematic deviation from the user's normal baseline.
Data Scientists
Goal: Fast, mathematically proven A/B testing.
Use CUPED variance reduction. By factoring in a user's pre-existing, longitudinal baseline before they enter an experiment, we drastically reduce the "noise" of natural daily mood swings to prove causal emotional uplift.
The Playbooks
From science to systems.
How clinical and academic teams deploy nx10 to gather high-fidelity psychological insights.
Ecological Momentary Assessment (EMA)
If you ask a participant how they feel every 5 minutes, you will annoy them into churning out of the trial. You need a surgical tool to control exactly who gets prompted, when, and what they are asked.
The Implementation:
Use the SAAQ Orchestration Studio. Configure rules so that Subjective Action-Anchored Questionnaires (SAAQ) only fire when the LFM detects a massive kinematic deviation. You only ask a question when there is high-information value to be gained, preserving the participant's goodwill.
{
"trigger": "SAAQ_Prompt_Display",
"conditions":[
{
"metric": "kinematic_deviation",
"operator": ">",
"value": 2.5
},
{
"metric": "time_since_last_prompt",
"operator": ">",
"value": "7d"
}
],
"action": {
"type": "native_ui_overlay",
"templateId": "frustration_slider"
}
}Variance Reduction Achieved
CUPED baseline adjustments resulted in statistical significance 4x faster than standard frequentist methods.
CUPED & Statistical Rigor
Human emotion is incredibly volatile. If a user is having a bad day, their baseline frustration will be high regardless of your intervention or UI test.
The Implementation:
By factoring in a user's pre-existing, longitudinal LFM baseline before they enter an experiment, we use Controlled Experiments Using Pre-Experiment Data (CUPED) to drastically reduce the "noise" of natural daily mood swings. Reach statistical significance on interventions in a fraction of the time.
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