Getting a Good Read on Consumers
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.
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