How does it feel to lose a match? Which country's fans are the most passionate of the lot? Is Sweden more optimistic than France? These are the types of questions that digital agency Work Club is trying to answer with FanLabs, a project to support Sharp's sponsorship of the UEFA Euro 2012.
The FanLabs website, app and special headgear to monitor brainwaves all collate the knowledge, confidence, attitudes and beliefs of soccer fans from around the world.
Everyday, FanLabs will publish data onto the site, and mobile football labs will travel around Poland and Ukraine to watch the fans and continue gathering data. (The study has found, for example, that most Ukrainian fans would give up alcohol for more than a year to win the tournament.)
The idea is that Sharp will be able to manufacture better TVs because it will understand the viewing habits of the 350-million plus people who are watching the tournament.