The mentors, challenges, and breakthroughs that shaped their success.
In the early days of 2020, as the world slowed to a halt, three longtime colleagues found themselves asking a question that had nagged at them for years: What if we could see how people actually react to content- not just what they say about it?
Dr. Eric Rasmussen and Dr. Justin Keene had been chasing this answer since 2013, working side by side as faculty at Texas Tech University’s College of Media and Communication, exploring how media influences human emotions and decision-making. At the same time, Eric had built a strong connection with Rich Alires, a market research expert who understood the business side of consumer insights, what companies needed, what data was valuable, and what was missing.
For years, the three of them kicked around ideas, debating ways to bridge media psychology and market intelligence. But between teaching, research, and careers that kept them busy, the idea of launching a company remained a someday project.
Then came the COVID-19 pandemic.
As businesses rushed to understand their customers in a digital-first world, the gap in market research became glaringly obvious. Focus groups and surveys weren’t enough. Brands needed to know how audiences engaged with content- not just what they claimed to like, but what captivated them in real time.
And so, in 2021, Moveris was born.
Building a Startup, One Challenge at a Time
From the start, Moveris wasn’t just another market research firm. Eric, Justin, and Rich set out to build something different:
“We realized that existing solutions required trade-offs, either they were fast but provided shallow, biased responses, or they delivered deep insights into audience engagement and emotional connection but at a high cost and with significant delays,” shares Justin Keene, Chief Executive Officer of Moveris. “We knew there had to be a better way.”
But launching a deep-tech startup wasn’t just about having a great idea. It was about finding the right people, securing the right resources, and learning how to build a business from the ground up.
When the team joined the Texas Tech Accelerator Program’s Industry Advanced Technology (iAT) track in May 2024, they gained access to funding, mentorship, and resources. But they also hit their first major roadblock: losing their Chief Technology Officer (CTO).
Justin, feeling the weight of the moment, picked up the phone and called Anthony Presley, a mentor he’d met through the Texas Tech Innovation Hub. "I need help," he admitted.
Anthony wasn’t even assigned as an official mentor to Moveris, but that didn’t matter. He sprang into action, connecting Justin with top-tier tech talent who could fill the gap. One introduction changed everything.
By fall of 2024, Magnus Stjernstrom joined as Moveris’ new CTO. He brought with him a deep understanding of building AI-based software and a vision that pushed Moveris forward.
And the momentum kept building.
A Team Built to Scale
Mentorship played a defining role in shaping Moveris’ future. Daniel Green, another Accelerator mentor, spent countless hours advising the team through major business decisions, refining their strategy, and preparing them for growth. His support was so transformative that he’ll now serve as Moveris’ industry mentor for the NSF I-Corps Nationals Program this summer.
“The mentorship we’ve received has been crucial, keeping us focused and accelerating our progress. This past year has felt like pouring lighter fluid on a fire- it’s been transformative for our company,” says Justin.
By early 2025, another powerhouse joined the team: Alison Bryant, formerly of Sesame Workshop, Viacom, and AARP, came on board as Chief Growth Officer. With Alison’s track record of scaling media tech startups and running biometric testing on both the buy and the sell side, Moveris had something every early-stage company dreams of: a leadership team that blends academic expertise, industry experience in biometric research, and proven business growth strategies.
With Alison’s track record of scaling startups, Moveris had something every early-stage company dreams of: a leadership team that blends academic expertise, industry experience in biometric research, and proven business growth strategies.
Revolutionizing Market Research with Real-Time Insights
So, how does Moveris actually work?
- Clients define their target audience based on demographics, interests, or other key factors.
- Participants are recruited through a trusted panel provider, ensuring verified, high-quality respondents.
- Using only a webcam, Moveris measures real-time biometric responses as participants engage with content.
- Proprietary machine-learning models analyze attention, engagement, and emotional reactions-delivering insights that go beyond traditional surveys.
For brands, agencies, and media companies, Moveris isn’t just another market research tool- it’s a gamechanger. Instead of asking consumers what they think, companies can now see how their audience truly responds, second by second.
The Future of Moveris
What started as an idea between three colleagues has become a thriving, investor-ready company.
For Justin Keene, the journey with Moveris has been more than just launching a startup- it’s been a life-changing leap. After 12 years in academia, conducting research, teaching students, and exploring media psychology in a university setting, he made the bold decision to step away from the classroom and into the world of full-time entrepreneurship.
With Magnus Stjernstrom as CTO, Alison Bryant leading growth, and a network of dedicated mentors and supporters, Moveris is no longer just an early-stage startup- it’s a company with momentum, a clear market fit, and the potential to transform how brands understand their audiences.
“The Accelerator provided us with the validation and resources to fully commit to Moveris. Before joining, we had revenue and a minimal viable product, but we lacked the advanced algorithms and a client-facing dashboard. With Accelerator seed-funding, we rapidly build and launched our product in January of 2025,” says Justin.
The road ahead is full of opportunity. As they continue scaling, Moveris is actively engaging with investors, expanding their technology, and preparing to enter the NSF I-Corps Nationals Program this summer.
For Justin, Eric, Rich, and the entire team, one thing is clear: This is just the beginning.