Measuring emotionally ‘fuelled’ marketing

Jakob de Lemos

Jakob de Lemos, chief technology officer and co-founder of iMotions-Emotion Technology A/S, looks at the issue of measuring emotional response to communications and describes a proprietary eye tracking methodology called Emotion Tool™.

Measuring emotionally 'fuelled' marketing

Jakob de Lemos

Emotions and feelings are gaining extensive interest at the moment in connection to consumer behaviour and knowledge. The discussion about emotions is exciting, but it immediately raises two important questions:

  • How do we gain access to the emotional aspect in our campaigns?

  • Based on this access, how do we then measure if our marketing is emotionally 'fuelled'?

The purpose of this article is to introduce a method and tool that make it possible to measure the immediate unconscious and uncontrollable emotional responses before they are cognitively perceived, interpreted, and biased by our mind....

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