Key Disciplines

  • Affective Neuroscience
  • Psychology
  • Natural Language Processing Technology
  • Machine Learning
  • Graphic Design


TakeAffect connects users with virtual pets that grow and become beautiful on the happiness of their owners. A user feeds her pet with daily conversation – her pet asks: what did she do today; how did that make her feel? Her pet reacts to the owner’s day with captivating magnetism: it explodes with beautiful color, light, and form. Her owner is happy to feed her pet and pleased to know that her feelings of happiness satisfy it.

The app seeks to fundamentally alter how people conceive of happiness by linking a person’s psychology of happiness with a beautiful pet that the user wants to see grow and be joyful.

TakeAffect requires innovations in the fields of machine learning and natural language processing to accurately diagnose sentiment along multiple happiness factors and thereby accurately track how our users understand happiness over time.

We look to beautiful visual design in order to replicate people’s sentiment for real pets: some people swear their pets have a real person inside of them; these actually do – you.