1. Introduction The Truster technology is the first of it's kind. The technology allows us to analyze the human voice through a telephone, television, audio tape or microphone. We can do all these in real time and without the other person being aware of the test. The technology is based on the self judgement people have and the guilt knowledge they are developing when they lie. The Truster is measuring cognitive messages that are transferred through the voice. Those messages are the result of our own self-criticism and we can not control them. When we measure and calculate the results we can also identify hesitation, exaggeration, cynicism, or avoiding. We can also scan extreme excitement, which most of the times is a sign of a traumatic event. We can also tell the amount of stress that the person is having during the conversation. 2. The Truster System/Psychological Structure The Psychological Structure of a Lie During Free Conversation, and the System Messages - It is important to understand the psychological structure of stress and lies during a conversation. In contrast with other test situations (such as a police investigation), a test during a free conversation has a guiding psychological structure that is true for most cases. In a free conversation, without a predefined purpose, the subject is unable to tell in advance where the conversation is leading. In addition, the subject will tell the truth most of the time - and will lie only a few times, if he or she lies at all. Within this psychological structure, the need to lie will rise as a surprise and will usually be expressed in a sharp, remarkable and immediate manner. By the same token, the stress will also disappear very quickly. In these cases, the system will recognize the lie or the exaggeration, and it will respond with the diagnosis "False statement" for a lie, or "Inaccuracy" for an exaggeration. Similarly, the diagnosis "Subject is not sure" indicates that the system recognized uncertainty or confusion in the speaker's voice; the diagnosis "Avoidance \ voice manipulation" indicates that the subject is consciously manipulating his or her voice (whether he or she is trying to sound credible, or attempting to avoid a stressful question); the diagnosis "Excitement" and the diagnosis "High excitement" indicate that the subject's excitement level is above his or her excitement during the calibration process, that is, the subject is now more excited as he or she speaks than at the beginning of the conversation; the diagnosis "Extreme excitement" indicates that the subject had a high emotional stress while speaking. (this does not mean that the subject was lying.) ; the diagnosis "Outsmart" indicates that the subject is not at ease with the things he or she is saying, that is, the subject is being cynical. Alternatively, the message can indicate an attempt to conceal a lie by using cynicism and avoid giving a straight answer. The diagnosis can also appear when the subject is treating the conversation with condescension. Most of the time, the diagnosis will be "Truth", indicating that the subject is not under any kind of stress. Another diagnosis produced by the system is a red frame that is turned on in the "Sound wave" window when the subject is under high general stress - that is, nervousness, expectancy or any similar type of stress. 3. Polygraph vs. the Truster What is a Polygraph? - A polygraph is a system, which can detect a person's state of excitement, stress or emotional conflict according to pre-defined criteria. The polygraph performs several consecutive physical tests by connecting the subject to multiple sensors simultaneously. The tests include the subject's blood pressure, sweating, breathing rate, pulse etc. The subject's consent is necessary for performing the test, and it is highly important to conduct the test in an agreeable, interruption-free setting. An inappropriate setting may influence the lie detector test and produce a deviation in its results. The test's degree of credibility is significantly influenced by the operator's level of skill and professional expertise. The Speech Mechanism - When a person speaks, air is pushed from the lungs upward to the vocal cords. As a result, the vocal cords vibrate in a specific frequency, called the speaker's main leading frequency. The air keeps flowing upward to the mouth and goes through the tongue, teeth and lips, thereby creating the speech flow. When a person lies, the amount of blood in the vocal cords drops as a result of the stress. An involuntary interference of the nerves causes the vocal cords to produce a distorted sound wave. The distortion is manifested by the production of a frequency level which is different from the one produced by the same person when telling the truth. In addition, a subject's voice can reveal many factors which are not detected in the traditional lie detector diagnosis, such as confusion, excitement, embarrassment, physical pain, and more. 4. Truster Marketing Study Case Product The Truster is the first truth verifier (lie detector) designed for business and personal use. The software product analyzes voice stress through the phone in real time. The Truster can analyze and determine whether a person is - Telling the Truth, Extremely Excited, Unsure of what is Saying or Inaccurate. The Truster technology was originally developed for military security applications, and has now been adopted for daily personal/office uses. The product has been found statistically reliable in 85% of the cases. Uses · Small business and home business · Any business operation using an interview process · Consumers who deal with sales people for typically non-cash transactions, · Single people who use dating services or who interact on the basis of personal ads, · Law enforcement and/or justice-related agencies or affiliates such as lawyers, police, and investigative agencies, · All security-related operations such as home security companies, campus or shopping mall security organizations, private detective agents, etc. · Credit and/or collection organizations.