Emotion measurement under lockdown: How the pandemic has changed neuro-marketing

Graham Page and Thom Noble

Affectiva and CloudArmy, the artificial intelligence and research brands, examined how the pandemic has changed neuro-marketing.

Executive summary

In the last decade, biometric "neuro-marketing" approaches have become a frequent tool in marketers' research toolkit, especially when seeking to tap into "system 1" processes that underlie many consumer decisions. Covid-19 had a profound impact on such methods, as any study requiring lab-based biometrics became almost impossible to conduct in most markets. This has hugely accelerated the existing trend towards more scalable, online science-led methodologies. As a result, businesses such as CloudArmy and Affectivahave seen a surge in interest, as clients seek the richer, deeper insights and versatility that comes from neuro-behavioural tools, but...

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