“We will see the mashing up of micro-payment solutions as large companies try to make money from brands,” she said at the opening of From Business to Buttons 2009, the annual conference for interaction designers and business managers held in Malmö.

Tipjoy is an exemple of a micro-payment service where the user logs on with his Twitter account and is able to make small payments to other users by writing for exemple p¢50, and the name of the Twitter account. The money is then taken from the payer’s credit card, and accumulated on the account of the recipient.

Campbell said companies would try to go for the spectators, the 68 percent of online users that don’t blog or produce content, but are high spenders online. “At the moment they are largely being ignored in the world of brands,” she said.

Catriona Campbell was the founder of the UK user experience company Foviance. She said that efter qualitative interviews and eyetracking, measuring brain activity was an emerging usability method in the United States. It measures cognitive attention when a test person is exposed to a certain kind of stimulus, and has been used by Barack Obama’s speechwriters when deciding how to appeal to voters’ emotions.