Chicago & Shoppers, wearing special headsets that monitor emotional and physical changes, will provide marketers with real-time responses to new products and in-store conditions, according to SymphonyIRI Group, Inc. (SIRI).

The thin plastic headbands read brain waves and monitor other physiological responses the moment consumers make purchasing decisions, according to EmSense, a neuroscience company focused on marketing.

The devices will be used along with BehaviorScan, an SIRI program that measures the potential of new products, the effectiveness of each marketing mix element in driving trial and repeat purchase, and in-store marketing conditions.

The program is currently being tested in Wisconsin, Colorado, Massachusetts and Iowa, according to SIRI.