Facing the future: Webcams as a survey tool in China
Cultural response to scales, and issues of collecting accurate emotional response from consumers in China and other growth markets, have become of increasing concern as such markets expand in importance to global marketers. Apparent difficulties in cost-effectively collecting accurate emotional feedback in surveys impact the perceived viability of online research, and are central to the future of our industry. In this paper we argue that new technologies are increasingly coming on stream, allowing assessment of key aspects of consumer response without use of direct questioning. These have the potential to overcome cultural and cost barriers to applying accurate, scientific measurement of emotion in developing markets.