Mining emotions via voice and smell with Johnson & Johnson and Initial

Two examples of how brands are using an innovative approach to understand consumer emotions.

Most researchers have at one time or another been unsure about whether a consumer's thoughts on a product were genuine or overstated. It’s easier to dig a bit deeper in qualitative research, but in the quantitative environment researchers still find themselves having to take what people say at face value.

“Maybe if we try to analyse howpeople communicate about their attitudes, their needs and their interest, we might be able to uncover the underlying emotions and predict interest with greater validity,” suggested Samantha Bond, senior researcher and London team lead at Skim. But how can one go about doing...

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