Read the face to get inside consumers’ minds

Dan Hill

The article discusses how to capture and measure consumers’ emotional responses, e.g. to advertising.

Read the face to get inside consumers' minds

Dan Hill

When it comes to biometric tools, marketers, researchers and the companies that hire them want to know which ones are best suited to capturing and quantifying consumers' emotional responses.

But getting an honest, succinct answer can be difficult. It is important to know the key criteria to use – and their advantages and disadvantages – when choosing the right tools for gauging emotions.

First, it is worth considering how we got to the point where accessing consumers' emotional response is a legitimate research. Beginning in the mid-1980s, the same wave...

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