MindSpace Labs Launches EEG Platform for Video Content Testing
Singapore's MindSpace Labs launches EEG platform tracking brain responses to video content. Neuroscience-based testing targets ad agencies, TV production amid AI content saturation.
Singapore-based MindSpace Labs has launched a commercial platform that uses electroencephalography (EEG) technology to measure viewer brain responses to video content in real time, marking the entry of neuroscience-based content testing into Southeast Asia's marketing and media production sectors.
Real-Time Brain Activity Tracking for Content Optimization
The platform, developed by Hagia Labs and AI video creator László Gaál, monitors brain activity across 14 regions while participants watch video content. The system captures data 100 times per second and uses AI analysis to produce outputs that map neural reactions directly to specific moments in the content timeline.
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Results appear on a dashboard synchronized with video timecode, measuring four key metrics: engagement, attention, emotional valence, and cognitive load. This allows content creators to identify when viewers feel engaged, excited, confused, or disengaged during specific scenes or sequences.
MindSpace Labs has already deployed the technology in its first major case study involving an upcoming television series, where A/B testing compared different edits before final delivery. The company has also tested multiple versions of AI-generated commercials for Hagia Labs clients, using cognitive load and emotional valence metrics to optimize ad performance.
Addressing AI Content Saturation Challenges
The platform targets three primary sectors: film and television production for early-stage evaluation and pilot testing, advertising agencies comparing campaign versions, and educational institutions measuring student comprehension during learning activities.
"It's about preparing for a future where your content will have to compete against hundreds, and understanding your audience at a neurological level becomes the competitive advantage," said Gaál, emphasizing the need for objective measurement as generative AI makes professional content easier to produce at scale.
The company positions its approach as superior to traditional self-reporting methods like surveys and focus groups, which can suffer from bias and memory lapses. By capturing authentic neurological signals during viewing experiences, the platform provides what MindSpace Labs describes as more reliable engagement data.
Market Infrastructure Supports Neural Testing Growth
The platform's launch comes as Asia-Pacific's neural processor market reached $2.9 billion in 2024, driven by demand for real-time AI applications in consumer technology across China, India, and Southeast Asia. The broader APAC neuroscience market hit $5.2 billion in 2024, with growing adoption of wearable neuro devices and AI brain imaging creating infrastructure for commercial neural tools.
While clinical EEG applications dominate medical sectors in Southeast Asia, with six epilepsy-focused training courses scheduled across the region through 2026, no direct competitors offering commercial EEG-based content testing platforms were identified in the region.
The platform is now available for broader testing commissions, with Hagia Labs integrating the technology into existing client projects. The company has not disclosed pricing or minimum project requirements for commercial access to the platform.
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