Resource Library Calendar Career Management Community
About The AMA Search
Login

Resource Library

Email Print page

Marketing Matters 

Getting a Good Read on Consumers 

Rated:

by 0 Members

Published 5/21/2009 

Author: Nancy Pekala 

Nancy Pekala is the AMA's Director of Online Content and Editor of Marketing Matters

Summary

Having trouble getting a good read on your customers?  A new software-based system is being developed to help market researchers better understand consumers emotions.

GfK-Nürnberg e.V, in collaboration with the Fraunhofer Institute for Integrated Circuits (IIS), is developing an automized, software-based system for recording facial muscle movements to better understand consumers’ human emotions.

The new procedure records and analyzes human emotions via automatized and software-based detection of facial expressions. The system precisely records even the smallest muscle movements in people’s faces, and since emotions can often be expressed in facial expressions, emotions can be recorded spontaneously and in real time using the new system.

 

 

 

Are facial expressions an effective predictor of consumer purchasing behavior?  Leave your thoughts here.


Please register or login to view this article


Member Comments (0):


To rate or comment on articles, you must be a logged in AMA member. Click here to join

AMA IconPowered by the American Marketing Association | Copyright © 2009 MarketingPower, Inc. The site content may not be copied, reproduced, or redistributed without prior written permission from the American Marketing Association or its affiliates.