Seems as if THQ used a company that measures your emotional response to things to test Frontlines and it resulted in a pretty significant shift in the game last year.
http://news.com.com/This+is+your+brain+on+...l?tag=nefd.lede
CNET wrote:"The tests helped us position the game--it was originally a cooperative-play, squad-style military game, and now it's more of an open world, multiplayer game," Aniello said.
http://news.com.com/This+is+your+brain+on+...l?tag=nefd.lede