Cognizant

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A REPORT
ON
STUDY ON RATE OF ATTRITION AT
COGNIZANT(2019-2020)
By
Name
Enrollment No
IBS HYDERABAD
(2019-2020Batch)

P a g e i
A REPORT
ON
STUDY ON RATE OF ATTRITION AT
COGNIZANT(2019-2020)
By
Name
Enrollment No.
COGNIZANT TECHNOLOGY SOLUTIONS INDIA
PRIVATE LIMITED
A report submitted in partial fulfilmentof the requirements of MBA Program
of IBS, Hyderabad
FACULTY GUIDE COMPANY GUIDE

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Prof. Chethana G Krishna Mr. XYZ

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ACKNOWLEDGEMENTS
I sincerely appreciate the inspiration; support and guidance of all those people who have been
instrumental in making this project a success. Hence I want to express my gratitude and heartfelt
thanks to all the people whose help went long way in completing this project.
Firstly I, Name,student of IBS Hyderabad, am extremely grateful to “RobertBosch Engineering
and Business Solutions Pvt Ltd” for the confidence bestowed in me & providing me the chance
to undertake this internship study and entrusting me with the project titled “MarketResearchand
Analysis on Wearable Health Solution for Operator Safety”.
They allowed me to explore the area of Marketing and Research which was entirely new to me
and which will surely prove to be very beneficial in my future assignments.
A word of thanks to Mr. ABC, HR, RBEI who provided me with any sort of information and
assistance I required.
I sincerely extend my gratitude to Mr. XYZ, Senior General Manager, RBEI for giving me an
opportunity to work in the healthcare division and providing me a mentor to help me at the
internship.
I am indebted to Dr. DEF, Project Manager, RBEI who was mycompany guide and mentor for his
constant support, valuable guidance, help and encouragement in providing me with all the
resources necessary for the completion of this project. He has been a constant source of
inspiration at each and every step of my research work.
I would like to mention of Mr. JKL, Technical Architect, RBEI for his willingness to extend support
throughout the training period and taking time off from his busy schedule to review the progress
of the project at regular intervals.
I am immensely thankful to Prof. ChethanaG Krishna, for her valuable suggestions, comments,
feedback and support throughout the internship. Her patience and faith always boosted my
confidence and motivated me to work harder.
Last but not the least; I would take this opportunity to thank my Family for their immense support
at each and every aspect of my life.

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TABLE OF CONTENTS
SL. NO. TOPIC PAGE NUMBER
1 ABSTRACT i
2 INTRODUCTION ii
3 INTEPRETATION iii
4 CONCLUSION iv
5 RECOMMENDATION v

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1. ABSTRACT
According to Darwin's law of survival, in this very fierce
service industry, most organizations realize that "highly satisfied"
employees do not necessarily mean dedicated
employees and high-performance
employees. Each year, 4,444 industries face the largest employee
turnover rate.
Although the IT industry is a key participant in the creation of
jobs, it has provided a generous salary of
and thus strengthened the entire national economy.
However, it has not managed to retain
employees for longer service hours.
The study attempts to explore and establish
the relationship between the various factors that may lead to retention
risks
, and the study
attempts to reveal changes in the strategies adopted,
develop with the concept of employee engagement to reduce retention
risks.

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INTRODUCTION
1.1 Scope
The need for health indicator monitoring devices for operator safety is addressed through this
internship. The internship involves gathering and analysing the information of the integrated health
care monitoring devices and identifies / defines the marketing opportunities and problems.
It involves each of the steps of the market research process. Findings of the research process
may help the company to decide on the development of the new product in the respective sector
which may be in the form of an EEG device based on dry electrodes; which would involve huge
investment in terms of technology and finance as well as man power.
A hype cycle (for a global market) would be populated to determine current technological maturity
and to forecast intersection timelines for adoption in emerging markets.
1.2 Limitations
The implementation and outcome of the market study cannot be perceived during the course of
the internship Time Period of 3 Months – As the internship involved market research from the very
first step i.e. problem definition to data analysis, the implementation (if any) will be carried out at
later stages based on the thorough study of the market potential.
The entire objective of the market research process is confined to sensory devices in the
automotive sector for operator/user wellness only.
The market study is focussed on technology solution applicable to emerging markets.
Data collections & Observations through sampling are limited and can be extrapolated for the
entire population.

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2. Overview of the Company
2.1 Organization Details
RobertBoschGmbH or Bosch, was founded by Robert Boschin Stuttgart in 1886.It is a German
multinational engineering and electronics company headquartered in Gerlingen, near Stuttgart,
Germany. It is the world's largest supplier of automotive components measured by 2011
revenues.
Bosch's core products are
 Automotive components (including brakes, controls, electrical drives, electronics, fuel
systems, generators, starter motors and steering systems),
 Industrial products (including drives and controls, packaging technology and consumer
goods) and
 Building products (including household appliances, power tools, security systems and
thermotechnology)
2.1.1 Operations
Boschcomprises of around 440 subsidiary companies. Automotive components generate around
60% of its revenues. Bosch also produces industrial machinery and hand tools.
Bosch entered India in 1922. Currently, Bosch India has a turnover of over $2 billion and over
26000 employees spread across 10 locations and 7 application development centers. 84% of
Bosch India revenues come from its automotive business, with the remaining 16% split between
its non-automotive businesses that include packaging, energy and building solutions, power tools
and consumer retail.
The main activities carried out by Bosch are:
1. Automotive components
2. Industrial technology
3. Consumer goods and power tools
4. Security systems
5. Mobile phones
Robert BoschEngineering and Business Solutions (RBEI) is a 100% owned subsidiary of Robert
Bosch GmbH. RBEI is the largest software development centre of Bosch outside Germany, with
around , 12,000 associates representing the Technology Powerhouse of Bosch in India.
Divisions of RBEI:
 Automotive
 Agriculture

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 Manufacturing
 Healthcare
 Government &Public Services
2.1.2 Business Model
Figure 1: Phases of business modelling (adapted from Robert Bosch GmbH Corporate
Department Business Models, 2015)
Source: http://bzo.bosch.com/

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3.1 BCI
3. Topic Introduction
A brain–computer interface (BCI) is a direct communication pathway between an enhanced or
wired brain and an external device.
The goal BCI technology is to give severely paralyzed people another way to communicate, a
way that does not depend on muscle control.
Figure 2: BCI System
Source: Google images
3.2 Non-invasive BCIs
There have been experiments in humans using non-invasive neuroimaging technologies as
interfaces. The substantial majority of published BCI work involves noninvasive EEG-based BCIs.
Noninvasive EEG-based technologies and interfaces have been used for a much broader variety
of applications. Although EEG-based interfaces are easy to wear and do not require surgery
hence is gaining importance in terms of research and development
3.3 Applications of BCI:
 Communication and control for severely disabled
 severe disabilities
 speller programs

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 prosthetic control, home automation

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 Device control
 User state monitoring / Operator monitoring :
 Breaking intent, lane –change intent, workload/fatigue/alertness monitoring in pilots,
air traffic controllers, plant operators
 Forensics: lie detection, brain fingerprinting, trust assessment.
 Health : Sleep stage recognition, neuro rehabilitation
 Evaluation - Neuro science :
 multivariate pattern analysis/Brain imaging
 Closed loop neuro science experiments
Figure 3: Applications of BCI
Electroencephalography(EEG)is an electrophysiological monitoring method to record electrical
activity of the brain. It is typically noninvasive, with the electrodes placed along the scalp, although
invasive electrodes are sometimes used in specific applications. EEG measures voltage
fluctuations resulting from ionic current within the neurons of the brain. In clinical contexts, EEG
refers to the recording of the brain's spontaneous electrical activity over a period of time, as
recorded from multiple electrodes placed on the scalp.
3.4 Problem definition
The existing wet electrode method in EEG and necessities for the requirement of skin contact
acts as a hindrance for measurement of signals for screening on the go. Hence can devices be

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developed using dry electrodes placed only on forehead and around the ears to capture signals
and alert the user for the purpose for operator safety during driving. This data can be given to
users in terms of screening and can also help doctors for diagnostics at a later stage.
The below analysis was carried out to understand the problem:
Company
Analysis
(Internal
analysis)
Industry
Analysis
(Trends and
growth)
Market
Analysis
(Market
demand)
Product
Analysis
(Importance
& Revelance)
Competitor
Analysis
(Competitor
strength)
Project
Specific
Analysis
(Research
Plan)

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4.1 Ansoff Matrix
4 Company Analysis
Figure 4: Ansoff Matrix
4.1.1 About the Ansoff Matrix:
The Ansoff Matrix also known as the product market expansion grid is a marketing planning tool
which usually aids a business in determining its product and market growth. The model was
invented by H. Igor Ansoff.
 Market Penetration:
When we look at market penetration, it usually covers products that already exist and that are
also existent in a market.
Ex: smart monitoring bands like Fitbit.
 Product Development:
In product development growth strategy, new products are introduced into existing markets.
Product development can differ from the introduction of a new product in an existing market or it
can involve the modification of an existing product.
Ex: When new products are developed based on IoT which can help in smart monitoring/health
indicator monitoring in existing markets.
Our area of
focus

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 Market Development:
It may also be known as Market Extension. In this strategy, the business sells its existing products
to new markets. This can be made possible through further market segmentation to aid in
identifying a new clientele base.
Ex: Introducing Fitbit in Rural markets
 Diversification:
This growth strategy involves an organization marketing or selling new products to new markets
at the same time. It is the most risky strategy among the others as it involves two unknowns.
Ex: Development of new devices like EEG dry electrode devices in the Emerging markets like
India.
Since Bosch is trying to develop a new product based on latest technology in the existing
market it falls under the product development category in the Ansoff matrix.
4.2 SWOT (Strengths, Weakness, Opportunity, Threats)Analysis
SWOT analysis is used predominantly to monitor the external and internal marketing
environment.
Figure 5: SWOT diagram
Opportunity in the
health care domain.
Demand for wearables
Huge untapped market
No major players in
the emrging market.
Opportunity
(External
benefits)
Threats
(Extrenal
hindrance) Significant research
on the latest
technologies.
Intense competition
in the global market.
Can use in house
skills (electronics &
technology)
Can integrate latest
technologies
Brand name
Brand value
Strength
(Internal
benefits)
Weakness
(Internal
hindrance)
Uncertainity
regarding relevance
in the Indian market.
Risk of device failure

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 Strengths:
Since Bosch is into both automotive sector, electronics and technology it can use it’s in house
skills to design and develop an innovative smart monitoring device in the healthcare domain for
remote monitoring and operator wellness.
It can integrated the latest technologies like AI, IoT and develop an innovative smart remote
monitoring device targeting a specific problem in the automotive sector for driver wellness which
is both portable and cost effective for the emerging market segment(like India).
Bosch is a respected brand name hence has a great brand value and can thus add multiple
products easily in its branded house.
 Weakness:
Bosch’s entry into healthcare in India is relatively recent hence there is a risk of the device to fail
in the market if it is not relevant, hence extensive research needs to be done in terms of data
collections, need analysis etc. for new product development as it requires investing hugeamounts
of money for development with latest technologies..
 Opportunity:
From the market analysis we see that there is tremendous opportunity in the healthcare domain
for wearable devices and there are no major players in the emerging markets. Thus there is a
huge untapped market.
 Threats:
There is significant research going on in terms of integration new technologies like Artificial
Intelligence (AI), Internet of Things (IoT) in smart monitoring devices around the world. Hence
intense rivalry exists in the global market with barrier of entry being very low.
But since Bosch is focusing on the emerging market sector and planning to design a portable &
cost efficient remote monitoring device for screening, there seems no direct threat in India.

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5.1. HealthCare
5. Industry Analysis
Healthcare has become one of India’s largest sectors - both in terms of revenue and
employment. Healthcare comprises hospitals, medical devices, clinical trials, outsourcing,
telemedicine, medical tourism, health insurance and medical equipment. The Indian healthcare
sector is growing at a brisk pace due to its strengthening coverage, services and increasing
expenditure by public as well private players.
 Healthcare industry is growing at a tremendous pace owing to its strengthening
coverage, services and increasing expenditure by public as well private players.
 During 2008-20, the market is expected to record a CAGR of 16.5 per cent.
 The total industry size is expected to touch US$ 160 billion by 2017 and US$ 280 billion
by 2020.
 As per the Ministry of Health, development of 50 technologies has been targeted in the
FY16, for the treatment of disease like Cancer and TB.
Figure 6:

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6. Market Analysis
6.1 MarketSize for wearables:
Figure 7:
Today, the global size of this market (devices, software and directly linked services) is estimated
at around USD 2 billion. By the year 2020 this market is estimated to reach USD 41 billion. This
equals a compounded annual growth rate of 65%.
Figure 8:

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Figure 9:
Source – IMS Research
Healthcare wearables are a key part of the ongoing evolution of the broader wearables market,
as they move from being fitness devices to being able to directly impact medical conditions,
improve diagnosis and care, and ultimately save lives.
Wearable devices are starting to be employed for a wide range of healthcare-related applications
including treatment of chronic disease, remote patient monitoring, eldercare, and wellness
programs etc.
The types of wearables being utilized include well-known devices such as fitness trackers and
smart watches, but also emerging categories such as connected wearable patches, pain
management devices, wrist devices, and posture monitors, among many others.
6.2. Market Demand for patient monitoring systems
The demand for wearable medical devices and remote patient monitoring systems is increasing,
and the global market is expected to reach $612 billion in the next eight years, according to report
from San Francisco-based Grand View Research.
The report outlined a number of reasons for growth in the market. Consumers want these devices
and companion apps for the ability to create personalized healthcare plans and takepart in
management of both chronic conditions and overall wellness.

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Figure 10:
6.3 Technology Overview:
With relevance to the project the internet of Things (Trend No. 3) is listed as one of the top ten
technological trends by Gartner’s report 2017.
 Trend No. 1: Artificial Intelligence and Advanced Machine Learning
 Trend No. 2: Intelligent Apps
 Trend No. 3: Intelligent Things(internet of Things)
 Trend No. 4: Virtual Reality and Augmented Reality
 Trend No. 5: Digital Twins
 Trend No. 6: Block chains and Distributed Ledgers
 Trend No. 7: Conversational Systems
 Trend No. 8: Mesh App and Service Architecture
 Trend No. 9: Digital Technology Platforms
 Trend No. 10: Adaptive Security Architecture
6.3.1 Wearable Technology 2016-2026
Global wearable technology forecast summary, including 39 forecast lines covering all prominent
products today (e.g. smart watches, fitness trackers, smart eyewear, smart clothing, medical
devices and more), but also to many incumbent products (e.g. headphones, hearing aids, basic
electronic watches etc.)

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Figure 11:
Source: Beecham Research

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Forecasted growth
Figure 12: Wearable technology market forecasted growth
Source: IDTechEx Research
6.3.2 Wearable technology: transforming today’s healthcare
Projections for the future of wearables vary but there is consensus that the category has high-
growth potential:
 Wearable technology market: $20 billion (£13.8 billion) in 2015 to $70 billion (£48.4
billion) in 2025. Source: IDTechEx.
 Wearable medical device market: $41 billion (£28.3 billion) by 2020, 65% CAGR.
Source: Soreon Research.
 Clinical and non-clinical wearable patch market: $3.3 billion (£2.3 billion) or 12.3
million units, by 2020 up from 67,000 units in 2014. Source: Tractica.
6.4 STP(Segmentation, Targeting, Positioning)
To compete more effectively companies need to embrace target marketing. Effective target
marketing requires that marketers:
1. Identify and profile distinct groups of buyers who differ in their needs and wants (Market
segmentation).
The segment that is considered here is for operators (automobile drivers).
2. Select one or more market segments to enter (Market targeting).
The market segment that is targeted is the emerging markets (such as India).

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3. For each target segment, establish, communicate, and deliver the right benefits for the
company’s market offering (market positioning).
The device would be positioned after its development as a “Screening device” for health
indicator monitoring.
This can be pictorially represented as:
Figure 13:
Segmentation
Operators
(Automobile
drivers)
Targeting
Emerging
Markets
Positioning
Screening
device

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7.1 MarketingMix
7. Product Analysis
The Marketing Mix constitutes 4P’s Product, Price, Place and Promotion in marketing which
when combined together creates greatest customer value.
Figure 14:
Product
(Needs&Wants)
-> Non invasive EEG
based wearable health
solution for operator
welness
Price
(Cost)
->EstimatedPrice would
be around 5k-10k
Place
(Convinience)
->The target market is
the emerging market
segment such as India
Promotion
(Communication)
->Need to devise a
variety of promotional
strategies positioning as
a screening device.
The marketing mix applicable for Bosch has been defined below:
 Product:
The idea is to design and develop a wearable health solution for operator wellness where Bosch
is exploring potential areas of convergence with the medical world. The device will be based on

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the concept of Electroencephalography (EEG) .We are targeting the screening of parameters
such as propensity to fall asleep, hypoglycaemia, epileptic seizures etc.

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 Price:
Since the target market segment is the emerging market the price strategy such that should it
should be a product quality leader in the market. From the responses we see that people are
willing to pay 5-10k for such products.
 Place:
Currently the target market is emerging market segments like India later the company may
leverage into other segments.
 Promotion:
The Company must device a variety of promotional strategies so that it can communicate and
promote its device effectively in the target market. It should create the need and demand for the
product.
Ex: Offer the device as a supplement with another device to create curiosity and interest.
7.2 Points Of Difference(POD) and Points Of Parity(POP)
As part of the strategic brand management process,once they have a competitve frame of
reference they list down the PODs and POPs.
Figure 15:
Points of difference Points of parity
*Sleep onset screening
device.
*Device for operator safety.
*Dry electrode based
wearable EEG device in
emerging market.
*Cost efficient for the
emerging market segment.
*Smartmonitoring device
*Portable
*Screening device
POP
POD

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7.2.1 Points of difference(POD)
Points of difference are attributes and benefits that customers strongly associate with a brand,
positively evaluate and believe that they could not find to the sameextent with another competiting
brand. Associations that make up points of difference may be based on virtually anytype of
attribute or benefit.
 Desirable to the consumer
 Deliverable by the company
 Differentiating from competitors
The Points of difference for the device intended to be developed by Bosch are:
 Sleep onset screening device.
 Device for operator safety.
 Dry electrode based wearable EEG device in emerging market.
 Cost efficient for the emerging market segment.
7.2.2 Points of Parity (POP):
Points of Parity on the other hand are attributes or benefit associations that are not necessarily
unique to the brand but may in fact be shared with other brands. These types of associations
come in two basic forms: category & competitive.
 Category Points of Parity
Are attributes or benefits that consumers view as essential to a legitimate and credible offering
within a certain product or service category.
 Competitive Points of Parity
Are associations designed to overcome perceived weaknesses of the brand. A competitive
point-of-parity may be required to either
 Negate competitor’s perceived point of difference.
 Negate perceived vulnerability of the brand as a result of its own point-of-difference.
The points of parity that can be perceived from the device to be developed by Bosch are:
 Smart monitoring device
 Portable
 Screening device
7.3 BCG(Boston Consulting Group)Matrix
The Boston Consulting group’s product portfolio matrix (BCG) is designed to help with long-term
strategic planning, to help a business consider growth opportunities by reviewing its portfolio of
products to decide where to invest, to discontinue or develop products. It's also known as the
Growth/Share Matrix.

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The Matrix is divided into 4 quadrants derived on market growth and relative market share, as
shown in the diagram below.
Figure 16: BCG Matrix
 Dogs: These are products with low growth or market share.
 Question marks or Problem Child: Products in high growth markets with low market
share.
 Stars: Products in high growth markets with high market share.
 Cash cows: Products in low growth markets with high market share
In the growing markets the device can move from question marks (high growth and low market
share) to stars (high growth and high market share)
In the emerging markets if such devices are developed initially they will be at dogs (low growth
and market share) and they can eventually progress to stars (high growth and market share) by
using various branding strategies.
Emerging
Market
GrowingMarkets

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8. Competitor Analysis:
8.1 Ongoing research:
There are few existing devices out of India (not in the emerging market) based on dry electrode
EEG but they use more electrodes and are quite expensive.
Ex1: Emotiv EPOC+ price $799
Figure 17:
Source: https://www.emotiv.com/
Ex2: Emotiv insight: price $299
Figure 18:
Source: https://www.emotiv.com/

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Ex3: NeuroSky’s EEG biosensor – Mind wave mobile $99.99
Figure 19:
Ex4: Dozee
Figure 20:
Source:http://www.dozee.io/
8.2 Porter’s 5 force model
8.2.1 Porter’s Five Forces
Porters Five Forces is a framework for describing factors that affect the profitability and
attractiveness of industries. This model identifies and analyses 5 competitive forces that shape
every industry, and helps determine an industry's weaknesses and strengths.

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Porter’s five forces are:
 Supplier Power
 Customer/Buyer Power
 Market Competitors
 Threat of Substitutes
 Threat of New Entrants
8.2.2 Porter’s Five Force Modelfor Industry Analysis ofBosch
Figure 21:
 Customer/Buyer Power: The buying power is low as they have limited/no options to
choose in the emerging markets.
 Supplier Power: The supplier power is high because of the availability of few/no suppliers
in the market.
 Competitive Rivalry: Presence of large number of players in the global market leads to
high rivalry globally but non-existent players in the emerging markets (like India) leads to no
rivalry.
Threat of New
Entrants
High
Supplier
Power
High
Market
Globally : High
Emerging
Power
Low
Threat of
Low

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 Threat of new entrant: Since extensive research is going on in this area globally as well
as locally, the threat for new entrant is high.
 Availability of substitutes: The threat of substitutes in the respective sector (integration
of automotive and healthcare) is low in the emerging markets as the idea of the portable cost
effective device development is relatively new.

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9. Project specific analysis
The Analysis can be divided into two parts:
1) Market Analysis – In this step market research was conducted using primary and secondary
data collection methods to analyse the market & understand its need.
2) Technological Analysis – Here the technological feasibility study was carried out by
populating the hype cycle with many data points on the wearables.
Market Research is a systematic design, collection, analysis, and reporting of data and finding
relevant to a specific marketing situation facing the company.
Here the details of the marketing problem are collected and studied, conclusions are drawn and
suggestions/ recommendations are made to solve the problem quickly, correctly and
systematically.
The main task is to obtain primary data for use case generation.
9.1 Research Methodology
9.1.1 Marketing Research Process for Wearable health solution:
Effective marketing research follows these six steps. They are briefly discussed as follows:
Figure 22: Market Research process
Define the problem and research objectives
Develop the research plan
Collect the information
Analyze the information
Present the findings
Make the decision

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I. Define the Problems, the Decision Alternatives and the Research Objectives:
The purpose of this research is to understand the importance and relevance of having a
wearable health monitoring solution for operator safety in emerging markets.
II. Develop the Research Plan:
So the fundamental research to be carried out is to find the minimum number of electrodes and
their placement for generating ample amount of signals for screening using frontal lobe.
This could be done only by gaining inputs by people who use EEG devices for diagnosis such as
neurologists, lab technicians and also research professors who are working on the upcoming
technologies.
III. Collect the Information:
Under this research survey was conducted by arranging interviews with the help of
questionnaires.
Since the kind of research done here is predominantly exploratory the questionnaire has more
open ended questions with few close ended questions. We have used personal contact method
– the arranged interview method where the marketers contact respondents for an appointment.
IV. Analyze the Information:
Analyses for this research was carried out by using excel analytics.
V. Present the Findings:
The findings have been presented in the report below.
VI. Make the Decision:
Based on the information and findings obtained from both the primary and secondary data, Bosch
would decide whether to go ahead with the next step (i.e. design and development) or not.
9.2 Research Specifics:
9.2.1 Sample Size
Sample size for this research was estimated to be around 5-10. A total of 8 responses were
obtained.
9.2.2 Period of Field Work
Period of field work was 4 weeks. (4th
Apr- 1st
May)
9.2.3 Target Group

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 Doctors (Neurologists), Lab technicians, researchprofessors.
 The respondents for this study mainly belonged to Bengaluru region.
 Respondents were chosen on the basis of their experience and personal
recommendation.
9.2.4 Methodology
 Primary quantitative research using structured questionnaire.
 The data collection procedure was done through primary research by physically
interviewing the respondents (Doctors, researchprofessors and lab technicians).
9.2.5 Analysis used
The analysis of the responses was made using excel analytics.
9.3 Details on the Research:
9.3.1 SecondaryData collection –
As part of the project some time was spent in studying and understanding the concept of EEG,
the devices used and specifics regarding the diagnosis. After this, as part of the exploratory
research process the following analysis had been completed as specified in the schedule.
 Company Analysis
 Industry Analysis
 Market Analysis
 Product Analysis
 Competitor Analysis
The above are a part of secondary data collection process.
Inference - Based on the above analysis it is found that there is a need for wearable devices for
operator safety in the emerging market as healthcare division is growing tremendously. No such
devices have been developed until now in these markets so there is lot of scope for being the first
mover in the market.
To understand the topic better and to formulate the questionnaire, a number of research papers
were referred.
After the secondary data collection the next step was to collect primary data from doctors, lab
technicians & research professors. For getting appointments with neurologists’ Practo website
and Sulekah were used. Also personal references have been utilised.
9.3.2 Primary Data Collection –
As part of the primary data collection doctors, lab technicians and research professors were
interviewed using the personal contact method of physically meeting the respondents using a
survey questionnaire.

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The questionnaire consisted of around 15 questions with both open and close ended questions
(see annexure).
Questions were related to EEG parameter measurements, existing devices, number electrodes
used for diagnosis, the patient volume etc. and few research based questions.
Once we obtained sufficient data, analysis was carried out to summarise the pattern of
responses.
9.4 Analysis of Data obtained from the survey:
9.4.1 Statistical tools used:
A combination of descriptive and inferential statistics has been used to complete this report
using Excel analytics.
The main tools used for the analysis are:
 Tables: The tables are used to get an overview of the number of respondents who chose
an option in a tabular format.
 Pie-charts: Pie-charts have been used extensively to represent data. Such representation
makes it easy to understand how the data is distributed.
 Bar Charts: Two/Three dimensional bar diagrams have been used to represent data.
These bar diagrams can be found all throughout the project.
 Graphs: Various forms of graphical representation of data was done as per the
requirement of the project.
9.4.2 Demographics of Respondents:
Figure 23: Gender of respondents
Gender of respondents
38%
62%
Male Female

P a g e 46
Table 1: Gender
Gender
Number of
respondents
Male 5
Female 3
Figure 24: Professional background:
Table 2: Profession
Profession
Number of
respondents
Doctors 5
Lab technicians 1
Research 1
Doctor/Research 1
Professional background
5
5
4
3
2
1 1 1
1
0
Doctors Lab technicians Research Doctor/Research
PROFESSION
NUMBER
OF
RESPONDENTS

P a g e 47
Parameters that can be measured using
EEG devices
NUMBER OF RESPONDENTS
NAME
OF
THE
PARAMETER
10 Research Findings
The data obtained from the survey is interpreted and analysed briefly step by step which is
discussed below.
1. What parameters can be measured using EEG devices with the objective defined?
Figure 25:
Anyother (epileptic seizures) 7
Respiratorylevels 1
Heart rate 1
Alcohol 4
Hypoglycemia 3
Fatigue (Mooddetection) 1
Propensityto fall asleep 7
0 1 2 3 4 5 6 7
Table 3: Parameter
Parameter Responses
Propensity to fall asleep 7
Fatigue (Mood detection) 1
Hypoglycemia 3
Alcohol 4
Heart rate 1
Respiratory levels 1
Any other (epileptic seizures) 7
Interpretation –
Maximum responses have been obtained for parameters of measurement of sleep and epilepsy.
Analysis –

P a g e 48
So the measurement parameter that the company needs to focus should be in terms ofproviding
a screening device for monitoring onset of sleep/drowsiness detection and/or detecting epilepsy.
2. What is the minimum number of electrodes required on the frontal lobe for detecting the
above cases?
Figure 26:
Table 4: Number of electrodes
Number of electrodes sleep epilepsy
less than 4 1 0
4 2 3
4 to 6 1 0
6 to 8 3 1
more than 8 1 0
Don’t know 2 3
Interpretation –
To monitor sleep we need at least 6-8 electrodes and to monitor epilepsy we need 4 electrodes.
Analysis –
The responses to this question depended on the person’s professional back ground. For ex: Lab
technicians answered that more electrodes are required as signal measurements would not be
clear with less electrodes. Doctor suggested 6-8 whereas research people said min 2-3 was
sufficient for screening.
Minimum number of electrodes required
3.5
3
3
3 3
2.5
2
2 2
1.5
1
0.5
0
1 1 1
1
0
less than4 4
0
4 to 6 6 to 8
0
more than8 Don’t know
NUMBER OF ELECTRODES
sleep epilepsy
NUMBER
OF
RESPONDENTS

P a g e 49
Since people doing research are aware of the latest developments on the technology, they
suggested that lesser number of electrodes can be used for screening. To validate this statement
many research papers were referred to quantify the data.
3. Are you aware of any device that uses dry electrode? Have you used them?
Figure 27:
Table 5: Dry electrode awareness
Are there anyDry electrode devices Responses
Yes 4
No/not aware 4
Interpretation –
Only half of the respondents are aware of dry electrode based devices.
Analysis –
The awareness of dry electrode based devices is 50%, but most of them were unsure if such
devices exist in India so secondary research was done to explore possibilities and it was found
that no major devices based on dry electrode exist in India which functions as sleep onset
screening devices.
Are there any EEG devices based on dry
electrode?
50% 50%
Yes No/not aware

P a g e 50
4. Is there a substitute for CZ electrode for signal measurement?What measures can we get
without using CZ?
Figure 28:
Table 6: Necessityof CZ electrode
Necessityof CZ electrode Responses
Yes 5
Not necessary 1
Not sure 2
Interpretation –
62.5% of the respondents feel it is necessary to have a CZ electrode.
Analysis –
From the responses it is clear that a majority of the respondents feel that it is necessary to have
a CZ electrode for measurement, this poses a challenge in terms of the designing of the device.
Necessity of CZ electrode for measurement
Not sure
Not necessary
Yes
0 1 2 3 4 5
RESPONSES

P a g e 51
5. If we have to use CZ how important is proximity (i.e. if the person’s hair is too thick what
alternate options exist)?
1 2 3 4 5
Not important very important
Figure 29:
Table 7: Importance of proximity of electrodes
Importance of proximity of
electrodes Responses
1-2 (not important) 0
3(Neutral) 3
4 (important) 2
5 (very important) 3
Interpretation –
For this question a Likert scales was provide to decide the proximity between the skin and the
electrode where 1 indicated least important and 5 indicated most important. Varying responses
were obtained for each of the options given.
Analysis –
It can be inferred that based on the professional background respondents gave similar
responses regarding the proximity. Major chunk of the responses are for very important and
Importance of proximity of electrodes
0%
38% 37%
25%
1-2 (not important) 3(Neutral) 4 (important) 5 (very imporatant)

P a g e 52
neutral soit can be inferred that only few respondents (mostly researchpeople) are aware of such
details.
Since the subject of the project revolves around the research of new product development, the
responses obtained from respondents who have a research background are considered. To form
conclusions various research papers have been referred.
6. Apart for EEG can any other electro biological measurement process be used as a wearable
health solution for operator safety?
Rank of preference/importance
Any other.
Figure 30:
 ECG
 EMG
 EOG
Table 8: Use of any other electro biological measurement process
Use of anyother electro biological measurement process Responses
ECG 6
EMG 3
EOG 3
Any other(snoring monitor, eye tracker, motion sensors, pulse rate ) 5
7
6
5
4
3
2
1
0
Use of any other electro biological
measurement
6
5
3 3
ECG EMG EOG Anyother(snoring
monitor,eye tracker,
motionsensors, pulse
rate)
MEASUREMENT PROCESS
NUMBER
OF
RESPONDENTS

P a g e 55
Apart from EEG each respondent suggested alternate electro- biological measurement process
which could be combined to enhance screening process. Most responses suggested ECG
(Electrocardiography) which checks the electrical activity if the heart, the next is EMG
(Electromyography) used to check electrical activity of muscles and also EOG
(Electrooculography) whose primary applications are in ophthalmological diagnosis and in
recording eye movements.
Analysis –
It can be seen that combining EEG with any other process(like ECG,EMG etc.) can help in
providing additional information for screening, hence a unique device can be developed which
can be an integration of the above processes mentioned above.
7. Would there be any difference in the signals if the person has consumed alcohol? Can it
help in screening for operator safety?
Figure 31:
Table 9: Effect of Alcohol
Effect of alcohol on
signal waves Responses
Yes 6
No 1
Not aware 1
Interpretation –
Around 75% of the respondents feel that alcohol or any intake of drugs will affect the signals
captured.
Analysis –
Detectable Effect of alcohol on signal waves
Not aware
No
Yes
0 1 2 3 4 5 6 7
RESPONSES

P a g e 56
Since there is a change in the signal pattern if the person has consumed alcohol or any drugs,
the screening can also help aid the mental state of the user and provide warning signals.
8. At what point can we pick early onset of slow waves in EEG (CZ) for detecting drowsiness
(time)?
Figure 32:
Table 10: Time taken for detection
Time Responses
few seconds(<1min) 4
2-3mins 1
5-10 mins 2
Not sure 1
Interpretation –
Majority of the respondents say it takes just few seconds to detect onset of sleep.
Analysis –
Since the other half of the respondents gave varying responses regarding the time taken hence
few research papers were referred and it was confirmed that it takes only few seconds to detect
drowsiness.
TIME TO DETECT BETWEEN ALERT AND
DROWSY STAGES
4
2
1 1
few
seconds(<1min)
2-3mins 5-10 mins Not sure
Time taken
Number
of
respondents

P a g e 57
9. Is there a need for a portable, affordable screening device for operator safety during
driving? If yes, what do you think should be the cost of the device.
 Yes Cost -
 No
Figure 33:
Table 11: Need for screening device
Is there a need for a screening device for operator
safety Reponses
Yes 8
No 0
Not sure 0
Is there a need for a screening device for
operator safety
100%
Yes No Not sure

P a g e 58
Figure 34:
Table 12: Estimated cost
Cost willing to pay Responses
1-4k 3
5k 5
6-8k 3
8-10k 1
Interpretation –
A unanimous response was obtained when it was asked that if there was a need for screening
for operator safety.
Analysis –
As the result suggests, there is a need for such devices in the market, but it must undergo a
cautious development process, as it is clear from the above pie chart that there are various levels
at which consumers perceivethe estimatedprice of the product. Hence the adoption of the product
would be successful only when it would be highly cost efficient.
Cost respondents are willing to pay for a
screening based device for operator safety
8%
25%
25%
42%
1-4k 5k 6-8k 8-10k

P a g e 59
Patient volume per month for diagnosis
NA
>600
300-600
100-300
<100
0 0.5 1 1.5 2 2.5 3 3.5 4
10. What is the patient volume for diagnosis in a month?
 less than100
 100-300
 300-600
 greater than 600
Figure 35:
Table 13:Patient volume per month
Patient volume Responses
<100 2
100-300 2
300-600 0
>600 0
NA 4
Interpretation –
The patient volume varies around few hundred in a month.
Analysis –
Based on the profession an equal amount of responses were for NA (not applicable) and based
on the hospital the patient volume was restricted to a certain number.
NUMBER
OF
PATIENTS

P a g e 60
10.1 Questionnaire also included few open ended questions:
The implications from them are:
Very few of the respondents are aware of EEG based devices for operator safety and they did not
have any idea if any of them was in India. So there is a lot of scope in terms of market need as
all respondents have answered as “yes” for the requirement of such devices. Also through
research it is found that no such devices exist in the emerging markets (such as India).
If such a device is developed we can find various other use cases such as:
 Some embedded device for pilots
 Screening device for elderly people for tracking essential health parameters
 Helmets for epileptic patients.
 A device for watchmen to alert them in case of drowsiness.
An integrated health monitoring device (such as a combination of Fit bit, activity monitor some
smart system based on IoT which can be used in overall tracking) can also be developed.
On an average it takes around 30mins to diagnose a patient for treatment.

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11 Discussion and Recommendations
11.1 Inferences fromResearch papers (refer glossary for detailed data
points)
 For sleep monitoring a device has to be developed which can pick the onset of slow in
EEG. Also drowsiness can be detected by disappearance of alpha waves which denotes
NREM1 (first stage of sleep).
 EEG can be combined with other measurement processes so that minimum electrodes
can be used to measure various kinds of signals for sleep monitoring.
 Ear EEG can used in place of scalp electrodes to track alpha activity with high accuracy
which has various advantages also such as personalised, comfortable to wear and also
being discreet.
 For detecting drowsiness and other brain activities frontal placement of forehead
electrodes can be used to get information. Since to test the study a simulated driving task
was devised using virtual reality, it confirms that the idea that Bosch has in mind can be
implemented successfully for operator safety.
 Drowsiness can be detected on the go by converting brain waves in a format compatible
with MATLAB which can make the processing less complex.
11.2 Implications & Recommendations:
The main points that can be grasped from the primary data collection are that:
 The device to be developed can be combined with any other electro-biological process
(like ECG, EOG etc.) for providing additional information that can aid in diagnosis apart
from screening.
 A combination of wearable and sensory devices can be combined to provide more
essential screening information and overall health tracking.
 Ear EEG can also be utilised instead of scalp electrodes.
 Since epilepsy can also be detected using the frontal lobe, the device can also include
measurement of signals that aid in detection of epilepsy.
 The device cancombineforehead EEG with ear EEG (instead of scalp electrodes as found
from the research papers) for simplifying its requirements and design and for complete
signal processing.
 It can also include a functionality which should be compatible with a mobile app to view
and understand the brain waves as and when they are generated for detecting alertness.
 A combination of wearable and sensory devices can be combined in automobiles to obtain
effective data for screening purposes.
 Sensor technology and IoT can be used to build efficient, cost effective devices.
11.2.1 Technical challenges:
 The main challenge lies in the design of the device, as minimum numbers of electrodes
need to be used for screening.

P a g e 62
 Design needs to be simple and effective utilizing regions around forehead and ears with
as minimum electrodes as possible.
 Also the device design must not be completely closed like a cap, but some sort of a mesh
based device so that the operator using the device should not sweat while using thedevice
since sweat creates discrepancies in the signal measurement and can cause a baseline
shift in the EEG graph.
In terms of the need and demand for the development of the device looks favourable as no such
devices exist in the emerging market and hence there is no competition and thus first mover
advantage can be obtained for such innovative products which satisfy a rare but compelling need.
But care must be taken to estimate the costfor research and development of such a device since
people are not willing to pay more than a few thousands for such a device.
11.3 Benefitto the companythrough research
 Through the research the topic on integration of automotive and healthcare for driver safety
was studied and the idea for a wearable health solution for operator safety was analysed and
the market need and feasibility for such devices in the emerging markets was researched.
 Industry analysis would help the company understand how the development and investment
in the healthcare and automotive sector would help the company to earn profits as the
healthcare industry is currently growing in the emerging markets.
 Market analysis would help the company understand its market size and potential. The
estimated cost of the product to be developed. The strengths and weakness of competitor’s
can also be deciphered and positioning of the product can be devised as a differentiator and
innovator.
 This report intends to help the company, by providing proof of concepts from data analysis of
the results obtained using the information gathered as part of data collection process. It will
help the company decide whether:
 To go ahead with new product development leading the company to become the first
mover for such devices in the respective target market currently in a nascent stage.
 Or to shelve the idea of developing the new product since it may not be feasible in
the current market conditions.
If the company decides to go ahead with the new product development then it would follow the
below steps:
1. Idea generation
2. Idea screening
3. Concept development & testing
4. Marketing strategy development
5. Business analysis
6. Product development
7. Market testing

P a g e 63
8. Commercialisation
But before that the company wanted to do a technology assessment to understand various
aspects in the emerging market, Hence the concept of Hype cycle was used.
11.4 Hype Cycle
A hype cycle is a graphical representation model produced by Gartner Inc. that helps
organizations understands the maturity and adoption of new and emerging technologies and how
they can be usedto address and solve real business problems. An organization uses a hype cycle
to complement decision-making when adopting a new technology application or solution.
Refer Glossaryfor theoretical details on the explanation regarding phases and strategies for Hype
cycle.
With the concepts in mind I was asked to plot around 100 data points related to smart wearable
devices in the healthcare sector and then do analysis for obtaining the below objectives:
1. At what point in the hype cycle do various wearables devices- which measure various
heath parameters fit it.
2. Which area should Bosch focus on, for development (Recommendations)
3. Timeline of the hype cycle in Indian market (emerging markets)
Below are the 103 data points which were researched based on the topic and I have divided the
phases and strategies listed in the Figure 39(Glossary) into 9 portions and listed the devices
below:
1. R&D:
Health monitoring smart technology, Biomeme, Helius, Google smart contact lenses, Biolife,
Nuubo Biosensors, Nuubo cardiac monitoring applications, Nuubo nECG, Allergy alert scarfs,
Alcohol monitoring, B-Alert X24, B-Alert X10, Quardio Core, Adamm asthma management, Back
monitor sensor, Dozee, Stat X24, Stat X10, TLC sensor, P-Health, Independenda Intouch,
Vivify,ViSi mobile sys, Watermark’s device, iRhythm’s Zio patch, Sense 4Baby, iNeighbour,
Gentag, G-tech Patch.
2. Start-up companies first round venture capital funding & First-generation
products, high price, lots of customization needed:
BCI, GlucoTel system, Breathing sensor ,Quell relief, Leadless 12 lead ECG monitor, Personal
use blood glucose meter, Cuffless blood pressure meter, Emotiv insight, Dario, Air sonea,
Alcohoot, Tinke’, Alive Cor, Angel, Scanadu Scout, Bioflux, Cloud DX, Vitalti, iTBra, iSono, Leaf
healthcare Ulcer Sensor, Fitlinxx Amp strip, Shimmer 3ECG, Shimmer 3EMG, Shimmer 3GSR,
DyCare, Sprouting
3. Early adopters investigate & Mass media hype begins

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IoT sensors, Wireless glucose monitoring, Health patch MD, Emotiv EPOC +,Vital Patch,
Abbott Diabetes Care, IMEC wireless ECG patch
4. Supplier proliferation & Activity beyond early adopters
Home health monitoring, Pulse oximeter, Wearable user interface, Microsoft band.
5. Negative Press begins & Supplier consolidation and failures
Neurosky’s Mind Wave mobile, CeQur
6. Second/Third rounds of venture capital funding
Gentag Patch, Proteus Digital Health, Omni Pod
7. Less than 5% of the potential audience has adopted fully
Remote patient monitoring, continuous glucose monitoring, Beddit 3 sleep tracker, Gesture
control devices, Omnipod diabetes monitoring, Bio patch W/Me 2, Acti graph activity monitors,
Fatigue Science RediBand, RHYTHM+, sugar BEAT
8. Methodologies and best practises developing & Third-generation products,
out of the box, product suites
Blood glucose monitoring, EKG Sensors,Emfit QS,Emfit MM, Emfit SafeBed,Emfit OEMSensors,
Embrace, Withings, TBPC non-invasive glucose meter.
9. High-growth adoption phase starts: 20% to 30% of the potential audience
has adopted the innovation
Ambulatory ECG, Hearing Aids , Blood pressuremonitors, Fitness trackers – FitBit , SmartWatch,
Jawbone fitness tracker, Garmin Vivo fitness tracking band, MiFit ,Sleepman, Mioglobal heart rate
monitor, Atlas Wearable, Garmin Fore runner225, Basic Peak.

P a g e 65
11.4.1 The Hype cycle for the wearables populated is shown below:
From the above data a few points have been plotted as shown.
Figure 36:
Source: Self
11.4.1. a Hype cycle for India:
Hype cycle for India varies slightly both in terms of the shape and there is a shift from the axes.
The reason for this is explained below:
For e.g. If we consider populating of a hype cycle for FMCG products it would have a steep
technology trigger portion ,high peak of inflated expectations, a very shallow dip for trough of
disillusionment and again a rising scope of enlightenment and plateau of productivity as below.

P a g e 66
Figure 37: Hype cycle for India for FMCG products
Source: Self
Since India is more into enhancement of new products for FMCG than its focuses on R&D and
adoption of the end product is very quick the hype cycle looks as described above.
Hence based on the Analysis done with the population of data points for health monitoring
devices the possible hype cycle is as shown in figure 36.
 There is shift which signifies that the same technology and adoption of devices requires
around 3-5 years more to enter the Indian market as compared to the other markets.
 R&D phase is shorter as compared to the other markets. Trough of disillusionment is
steeper but shorter as new devices are developed quickly by making small enhancements
to the existing ones. Once the product is in the market the adoption is quite smooth and
hence it joins the original hype cycle as shown.
11.4.1. b Recommendations –
With the above idea and analysis - It can be inferred from the hype cycle that Bosch should focus
on the area around the end of technology trigger and the beginning of peak of inflated
expectations.
It can work on screening devices which can be integrated devices which measure a couple of
parameters such as glucose levels, heart rate, oxygen levels and blood pressure. It can also

P a g e 67
have sleep and body temperature monitoring as currently such devices exist in the US and
other markets.
Other devices are also being developed which measure Alcohol levels, body position/movement
and devices for asthma patients and skin care.
 It should invest in developing sensory devices such as Dozee for health monitoring, now
so as to be in the market for the short term (1/2 years) by 2018.
 For middle term (i.e. for the year 2020/2021) it should focus on ECG & EEG based
integrated devices for operator safety and monitoring such as B-Alert X10 & X24 devices.
 For middle term it can also start research on patch based devices such as Gentag &
Omnipod.
 For the long term (i.e. for the year 2023-2027) it needs to develop a combination of remote
wearable devices (Microsoft band, Alive Cor) and sensorydevices inautomobiles (like TLC
sensor, Emfit QS) to help the user in the measurement of vital health parameters such as
blood pressure, glucose levels, heart rate, oxygen levels etc. for remote monitoring and
also to help aid diagnosis.

P a g e 68
12. Learning from the summer internship program
Theoretical knowledge & Practical knowledge both are important phases of learning. Perfect
combination of both practical and theoretical methods is necessary for holistic learning.
Sitting in a classroom and discussing on a certain topic is totally different from experiencing the
same work on the field. Practical knowledge often leads to a deeper understanding of a concept
through the act of doing and personal experience.
Learning through internship is the best way of acquiring knowledge by using both practical and
theoretical aspects. Thus through this internship program I was able to gain a practical exposure
of the concepts I learnt theoretically during my first year in college regarding Marketing and
research.
My learning experience can be summarised as below:
 Gained an in-depth knowledge of market research process.
 Inferred how macro environment analysis is carried for markets.
 Postulated how research papers are written.
 Attained first-hand knowledge on preparing a questionnaire.
 Understood of how to analyse and summarise the data collected.
 Obtained complete knowledge on how to consolidate and prepare a report.
 Learnt how hype cycles are populated.
 Acquired the art of multitasking and prioritisation through work.
 Increased my confidence level and presentation skills.
The internship also helped in my personality development in terms of improving my negotiation
skills and convincing skills. I learnt how to deal with different kinds of people with different mind-
sets and temperaments.
This project helped me to build networking with different people in different areas and learn about
the healthcare industry by interacting with people at various levels.
12.1 Limitations:
Few challenges that I faced were getting appointments with various doctors (especially
neurologists) as they are very busy and they usually visit multiple hospitals in a single day. I had
to learn to be extremely polite and humble in order to convince them for appointment for the
questionnaire interview.
Even after I got the appointment I had to wait for 2-3 hrs minimum (which helped me become
more patient and calm) to get 10 mins of their time where I had to wrap up my questionnaire of
15 questions which gave less than a minute for each question.

P a g e 69
I had to be well versed with the biological concepts and had to explain the idea (objective) we
were intending to develop using the terms and words that doctors were able to understand and
comprehend.
I gained an understanding on the job role of a business analyst where he is a bridge between the
customers and the technical people and his work fundamentally involves converting the customer
requirements into technical specifications.
So during my internship I also stepped into the shoes of a business analyst’s role where I had to
convert all the responses given by the doctors in their “language” into “the language Bosch could
understand and interpret” and vice versa which was a great experience to hone my skills and
language which would be helpful to grow up the ladder in my journey as a student pursuing MBA
and further ahead in my career.

P a g e 70
Questionnaire:
13. Annexure
Basic facility details(To be filled, before interview)
Facility Name: Facility Type:
Facility address:
Name of the Respondent:
Area of Specialization: Neurophysiology
Email Id:
Contact Number:
Topic: Wearable health solution for operator safety
Company - RBEI
Objective of research - Due to wet electrode method in EEG and necessities for the requirement
of skin contact can devices be developed using dry electrodes placed only on forehead and
around the ears to capture signals and extract data for the purpose of operator safety during
driving. This data can be given to users in terms of screening and can also help doctors for
diagnostics at a later stage.
1. What parameters can be measured using EEG devices?
Parameter Frontal
lobe
Occipetal
lobe
Parietal
lobe
Temporal
lobe
Central
Lobe
Propensity to fall asleep
Hypoglycemia
Alcohol
Respiratory levels
Any other (monitor alertness ,
epileptic seizures)

P a g e 72
2. What are the minimum number of electrodes required on the frontal lobe for detecting
the above cases?
3. Are you aware of any device that uses dry electrode? Have you used them?
 Yes
 No
4. Is there a substitute for CZ electrode for signal measurement? What measures can we
get without using CZ?
Yes / No
5. If we have to use CZ how important is proximity (i.e. if the person’s hair is too thick what
alternate options exist)?
1 2 3 4 5
Not important very important
6. Can epilepsy be detected using
 Only 3+2 electrodes
 3+2 electrodes + CZ electrode
 Any other (like 10 electrodes in the ear)
7. Apart for EEG can any other electro biological measurement process be used as a
wearable health solution for operator safety?
Rank of preference/importance
 ECG
 EMG
 EOG
 Any other
8. Would there be any difference in the signals if the person has consumed alcohol? Can it
help in screening for operator safety?

P a g e 73
9. At what point can we pick early onset of slow waves in EEG (CZ) for detecting
drowsiness (time) and also waves for epilepsy?
10. Is there a need for a portable, affordable screening device for operator safety during
driving? If yes, what do you think should be the cost of the device.
 Yes Cost -
 No
11. Can you think of any other use cases/device requirements based on your experience
health/health indicator monitoring?
12. Is there a research going on in this facility/platform where discussions are happening on
EEG?
References –
Name: Ph. No:
Email: Facility

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14. References:
Text book –
Philip Kotler& Kevin Lane Keller, 2016.Marketing Management, 15th
edition .India: Pearson India
Education services Pvt Ltd.
Online Article –
SwaythaRajagopalan, 2017.Enhancing Vehicle Safety Integrated Driver-Wellness Management
[Online].Available from:http://electronicsforu.com/market-verticals/enhancing-vehicle-safety-
integrated-driver-wellness-management
2012.Sleep technology: Technical guideline [Online] America: 2510 North frontage
Road.American association for sleep technologists. Available from: www.aastweb.org
[Accessed July 2012]
Conference paper –
Jeng-Ren Duann, Po-Chuan Chen, Li-Wei Ko, Ruey-Song Huang,Tzyy-Ping Jung, and Chin-
Teng Lin, 2009.Detecting Frontal EEG Activities with Forehead Electrodes
In:Dylan D. Schmorrow,Ivy V. Estabrooke, Marc GrootjenGoebel, J. Siekmann, andW.Wahlster
eds.Foundations of Augmented Cognition. Neuroergonomics and Operational
Neuroscience.Proceedings of the 5th International Conference, FAC 2009 Held as Part of HCI
International July 19-24, 2009 San Diego, CA, USA, pp 373-379
Articles in journals –
M. Teplan.2002.Fundamentals of EEG Measurement, In:Measurement Science Review,
Measurement in Biomedicine, Volume 2, and Section 2, 2002. Dúbravská cesta 9, 841 04
Bratislava, Slovakia
David Looney, Preben Kidmose, Mary J. Morrell and Danilo P. Mandic, 2014. Ear-EEG:
Continuous Brain Monitoring. In : C. Guger et al. (eds.),Brain-Computer Interface
ResearchSpringerBriefs in Electrical and Computer Engineering,pp 63-71
Websites –
https://www.researchgate.net/figure/283205911_fig1_Figure-1-Phases-of-business-modeling-
adapted-from-Robert-Bosch-GmbH-Corporate
http://www.soreonresearch.com/wp-content/uploads/2014/09/Extract-Soreon-Research-Report-
The-Wearable-Health-Revolution.pdf

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https://www.ibef.org/industry/automobiles-presentation

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http://www.mobihealthnews.com/content/report-global-market-connected-wearables-health-
devices-expected-reach-612b-2024
https://www.i-micronews.com/category-listing/product/sensors-for-wearable-electronics-mobile-
healthcare.html?utm_source=PR&utm_medium=email&utm_campaign=IoTSeminar_Yole_Frau
nhoferEMFT_Feb2017
http://www.smartinsights.com/marketing-planning/marketing-models/use-bcg-matrix/
http://www.medicalplasticsnews.com/news/wearable-technology-transforming-
today%E2%80%99s-healthcare/

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15.1 BCI
Glossary
A brain–computer interface (BCI), sometimes called a mind-machine interface (MMI), direct
neural interface (DNI), or brain–machine interface (BMI), is a direct communication pathway
between an enhanced or wired brain and an external device.
 The field of BCI research and development has since focused primarily on neuroprosthetics
applications that aim at restoring.
 damaged hearing,
 sight and
 Movement.
15.2 Important data points from Research Papers:
 Fundamentals of EEG measurement
Brain waves have been categorized into four basic groups:
 beta (>13 Hz),
 alpha (8-13 Hz),
 theta (4-8 Hz),
 delta (0.5-4 Hz).
Alpha activity is induced by closing the eyes and by relaxation, and abolished by eye opening or
alerting by any mechanism (thinking, calculating). Sleep is generally divided into two broad types:
nonrapid eye movement sleep (NREM) and REM sleep. NREM and REM occur in alternating
cycles. NREM is further divided into stage I, stage II, stage III, and stage IV.
 Standard Polysomnography
The EEG is the primary variable to document wakefulness, arousals and sleep stages during the
sleep study. A single central channel referenced to an ear mastoid site (C4-M1), a single frontal
channel referenced to an ear mastoid site (F4-M1) and a single occipital channel referenced to
an ear mastoid site (O2-M1) is sufficient for evaluating waveforms. The mastoid is located
posterior to each ear. However, additional channels (C3-M2, F3-M2, and O1-M2) are
recommended to provide redundancy in case of electrode malfunction.
The EOG recording aids the identification of sleep onset by monitoring for slow, rolling eye
movements that occur with transition to Stage N1 sleep and identification of REM sleep when
rapid eye movements (REMs) that occur during Stage R (REM) sleep are present in therecording.
The recording of EMG activity in the chin area is used for determining the level of muscle tone,

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which significantly decreases during Stage R (REM) sleep and may also be reduced with sleep

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onset. This channel also provides supplemental information regarding patient movements and
arousals and may be useful in distinguishing artifact in other channels.
The ECG monitors the heart rhythm. A single ECG channel is sufficient for standard PSG
monitoring.
 Ear-EEG: Continuous Brain Monitoring
Ear-EEG concept the approach, as shown in below , is radically new in that EEG is recorded from
within the ear canal, which is achieved by embedding electrodes on a customizedearpiece(similar
to earplugs used in hearing-aid applications).
Figure 38: Ear EEG
Source: Ear-EEG: Continuous Brain Monitoring, Springer
Both in terms of the propagation of the brain electric potentials and the recording technology, Ear-
EEG uses the same principles as standard recordings obtained from on-scalp electrodes.
Comparative analysis of the alpha attenuation response shows that Ear-EEG responses match
those of neighboring scalp electrodes located in the temporal region. That Ear-EEG can track the
evolution of alpha activity with high accuracy. All in all, Ear-EEG offers a unique balance between
key user needs and recording quality to enable long-term EEG monitoring in natural
environments.
 Detecting Frontal EEG Activities with Forehead Electrodes
This study demonstrated the acquisitions of EEG signals from nonhairy forehead sites and tested
the feasibility of using the forehead EEG in detecting drowsiness-related brain activities. The EEG
power changes of the selected forehead ICs were then used to predict driving performance based
on a linear regression model. The results of this study showed that it is feasible to accurately
estimate quantitatively the changing level of driving performanceusing theEEG features obtained
from the forehead non-hairy channels, and the estimation accuracy was comparable to that using
the EEG features of the whole-head recordings.

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Among different EEG channel locations, the frontal brain regions, especially along the frontal
central midline, were reported more susceptible to the drowsiness compared to, for example, the
occipital areas.
To test the feasibility of monitoring drowsiness-related EEG activities through forehead channels,
they designed and implemented a simulated hour-long nighttime long-haul highway driving task
on a safe yet realistic driving simulator. Since subject response time would be primarily affected
by their drowsiness level, the longer it took for them to respond, the farther thevehicle would
deviate. As a result, the deviation of vehicle (or the driving error) could be indicative of the
subjects’ drowsiness level.
EEG electrodes placed on the non-hairy forehead region might be sufficient to assess informative
brain activities from the anterior cingulate cortex. In addition, this might also imply it is possible to
use the forehead EEG channels to detect the brain processes in the prefrontal cortex or even
other frontal regions, such as the dorsal/ventral lateral prefrontal cortices or medial prefrontal
regions. As a result, the forehead EEG can be might be informative and usefulin assessing the
brain activities associated with many different cognitive functions, such as attention related
processes, central executive functions, etc.
 EEG based drowsiness detection using mobile device for intelligent vehicular
monitoring system
In this system driver has to wear USB EEG headset which is connected to mobile device. EEG
will capture live brain signals and send to mobile device. Mobile device has an application
installed in it which classifies these live signals and capture sleep drowsiness related signals.
This proposal involves development of mobile application which classifies the live sleep signals
from brain and activates the alert in it.

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15.3 Hype Cycle:
Below are the five phases and the matching marketing strategies and tactics to with
competition.
Figure 39: Hype cycle phases and strategies
Source: Wikipedia, the Hype Cycle
TechnologyTrigger

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The first phase in the Hype Cycle is the technology trigger. In Gartner’s own words: “A potential
technology breakthrough kicks things off. Early proof-of-concept stories and media interest trigger
significant publicity. Often no usable products exist and commercial viability is unproven.”
In this stage, a technology is conceptualized. There may be prototypes but there are often no
functional products or market studies. The potential spurs media interest and sometimes proof-
of-concept demonstrations.
 Peak of Inflated Expectations
The second phase of the Cycle is the Peak of Inflated Expectations. According to Gartner, “Early
publicity produces a number of success stories —often accompanied by scores of failures. Some
companies take action; many do not.”
The technology is implemented, especially by early adopters. There is a lot of publicity about both
successful and unsuccessful implementations.
 Trough of Disillusionment
Next stage is the Trough of Disillusionment. It is here that the Cycle begins to decline due to flaws
and failed implementations. And as Gartner explains, it is when “Interest wanes asexperiments
and implementations fail to deliver. Producers of the technology shake out or fail. Investments
continue only if the surviving providers improve their products to the satisfaction of early adopters.”
Flaws and failures lead to some disappointment in the technology. Some producers are
unsuccessful or drop their products. Continued investments in other producers are contingent
upon addressing problems successfully.
 The Slope of Enlightenment
The phase of the Cycle – the slope of enlightenment. This according to Gartner is when “More
instances of how the technology can benefit the enterprise start to crystallize and become more
widely understood. Second- and third-generation products appear from technology providers.
More enterprises fund pilots; conservative companies remain cautious.”
The technology’s potential for further applications becomes more broadly understood and an
increasing number of companies implement or test it in their environments. Some producers
create further generations of products.
 The Plateau of Productivity
The final phase of the Hype Cycle is the Plateau of Productivity. This is when “Mainstream
adoption starts to take off. Criteria for assessing provider viability are more clearly defined. The
technology’s broad market applicability and relevance are clearly paying off.”
The technology becomes widely implemented; its place in the market and its applications are well-
understood. Standards arise for evaluating technology providers.

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